Smelling good at all moments is essential for everyone, particularly in hot countries where it is easy to be, well… a little hot and sweaty. But why not have fun, raise money for a good cause, and showcase technology as well?

Rexona deodorant is one of the leading deodorant brands in Malaysia with 27.5% market share, and has helped the country's inhabitants feel fresh all day, and confident. The brand owns the freshness and odor control propositions, while competitors talk about whitening and smoothness.

We wanted to make people aware of the Motionsense™ technology.

Amazingly, it allows microcapsules to burst into fragrance upon movement.

So the more you move, the fresher you get. But consumers were skeptical, and this could threaten Rexona's position in the market, a real danger to GOOD SMELLS!

We started with an activation to purchase a Rexona deo and win free tickets to participate in the Electric Run 2016.

Moving a step further, we added a social cause with a simple message - the more you move, the more money we raise to help mobility-disabled people.

To achieve this, we engaged TECHNOLOGY!

We had it all covered! More than 1200 downloaded a special tracking app, with winners of a pre-run contest wearing bio devices to measure their heartbeat. Audio sensors at various locations measured crowd noise. The more people moved, the more Rexona donated. LED screens showcased scores, drone cameras ran a kiss cam concept, and celebrity endorser SonaOne encouraged people to move more!