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Rexona holds ‘world’s longest virtual relay race’

Rexona Move logoUnilever is claiming a media first with the world’s longest virtual relay race for women’s deodorant brand Rexona.

The aim is for Malaysian women to complete a journey of 10,695km – the length of West and East Malaysia – in what the brand claims could be the biggest race of its kind.

Using a mobile app, social media and microsite, smart- and non-smart-phone users can register for the ‘Sweat to Change Lives’ program, where every movement is converted into kilometres by the app or can be logged online. For each Malaysian state completed, Rexona will partner with a local children’s home.

A Twitter feed will show who is running at that moment, and winners will be rewarded with badges and allow participants to post photos and interact.

The campaign is part of Rexona’s ‘Do: More’ regional CSR strategy to help underprivileged children that is being localised in Malaysia through agency Lowe.

Lowe is working with PR agency Edelman and media agency Mindshare on the campaign.

Herry Budiazhari, MD Unilever Malaysia said in a press release: “Today’s customer wants more than just a product. We wanted to ensure she relates to Rexona’s superior quality, but is also offered something more: an invitation to contribute to a good cause.  This campaign aims simply to engage the discerning customer who values social good alongside the products she buys.”

Mazuin Zin, Lowe Malaysia’s MD added: “Our audience is the Malay woman aged 18-30.  She is socially astute and brand-aware, and there is more to her purchasing decision than simple vanity. 90% of Malaysians believe brands should address societal issues. With this campaign, female consumers can choose to vote with their wallet, and their active time, to do social good.”

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