As the world’s motion sensitive deodorant we decided to make a motion sensitive We Will Rock You for each game. How? We took realtime basketball game data and turned it into music with renowned DJs who invented algorithm for each data. We called this idea TUNES IN MOTION.

The energy of the fans defined the vocals, the leading team defined the instruments and the pace of the game defined the tempo of the anthem. So we made 5 different We Will Rock You songs for 5 different games.

Eurobasket 2017 took place in Turkey last September. We prepared 5 realtime anthems for Turkey’s 5 games. These songs were broadcast on TV during the game and they were also broadcast on the screens in the stands. Therefore we reached everybody watching the games both in and outside of the stadium.

Among male users; brand awareness increased 8 points, trial increased 11 points.

Among female users, brand awareness and trial increased 7 points.

Trendy brand image score increased 7 points.

'Makes you feel fresh in every move' brand image score increased 6 points.

Male product sales increase 50 bps and reach 8.1%. (AC Nielsen, Retail Market Share Report, 2017)