| Title | WHO DOES MORE? |
| Brand | UNILEVER |
| Product/Service | REXONA |
| Category |
A10. Innovative Use of Technology |
|
Entrant Company
|
WANDA DIGITAL Istanbul, TURKEY
|
|
Advertising Agency
|
WANDA DIGITAL Istanbul, TURKEY
|
|
Media Agency
|
MINDSHARE Istanbul, TURKEY
|
Credits
| Enis Baruh |
Wanda Digital |
Creative Director |
| Feyyaz Uçakan |
Wanda Digital |
Executive Producer |
| Sinem Çomarlı |
Wanda Digital |
Account Manager |
| Armağan Ükünç |
Wanda Digital |
Creative Group Head |
| Alican Düzen |
Wanda Digital |
Copywriter |
| Erdem Duygu |
Wanda Digital |
Art Director |
| Duygu Yıldırım |
Wanda Digital |
Art Director |
| Engin Bilaç |
Mindshare Türkiye |
Client Leadership Director |
| Eralp Orhan |
Mindshare Türkiye |
Digital Manager |
| Aslıhan Anarat |
Mindshare Türkiye |
Agency Partner |
| Şafak Çınar |
Mindshare Türkiye |
Client Leadership Manager |
Creative Execution
First, we gave Rexona bracelets to each of the Survivor contestants. In this way, we shared the contestant’s data with our audience via Acunn.com app, the official mobile application of the show. Second, we used the Watermark technology to send a sound signal to the users’ mobile devices and asked them to make predictions about the competition. After a 24 episode setup, we sent one of them to Dominican Republic, where the competition took place. Lastly, we created a “Pushed to more” game in the app, and our audience could take a chance to compete each other.
Rexona’s total sales rate increased %8,11. Rexona’s total market share increased %5 in every sub-segment (male/female, AP/NAP, Aerosol, Invisible segment). 579.598 unique users played the game on mobile. 237,100 openned push notifications and 32.754 unique native banner clicks. Acunn.com was downloaded by 500.000 new users during campaign. “Pushed to Do More” is the biggest second-screen campaign in Turkey. It carried on 24 episodes and the longest one of all times. When considered from this point of view, we have broke new ground to the innovative campaign to reach the large masses and thus we recieved positive feedbacks.
Rexona wanted to get our target audience into action and globally came up with the slogan “Do More”. Our investigations shows us that our target audience spends more time on mobile than TV and also, mobile phones are the most used devices for second-screening with 64% while watching TV. Thus, we brought TV and mobile together in order to reach our target audience.
We decided to cooparate with the Turkey’s mos watched reality TV Show, “Survivor”, where contestants continuously challange each other to do more. The reason why we chose the reality TV Show Survivor is because we wanted people to do more, not just say it. In relation with digital watermark technology, our researches on mobile usage and second-screen experiences, we created a campaign that brings the users and brand together.