Our target audience analysis showed that wearables & second screen experience was on the rise so we used this opportunity in our advantage to reach our target audience by developing a mobile campaign. We not only reminded Rexona users of us but also reached non-Rexona users.

“Who Does More” is the motto of Rexona, and entitles the Turkey’s biggest second-screen campaign carried on 24 episodes of Survivor. Firstly, we launched a TV commercial. Then, since users’ interactions with their smart-phones increased while watching TV, we embedded a mechanism, which allows users to follow the contestants’ performance data with the Rexona wristbands the contestants use, into Acunn-app. Users could participate in live games triggered by audio watermark technology. Also, we designed a new game took place in 10-minutes commercial breaks on TV. The results: Rexona market-share grew, and 1.039.361 unique users interacted with Acunn-app.

Rexona aerosol value market growth is 2% against 1% target

Rexona market share growth is 0.8% in YTD’15 vs YTD’14 and reached 19.5% value market share

Rexona has become #1 brand in aerosol value market in YTD 2015 by reaching 18% share.

According to Acunn.com app;

1.039.361 unique users interacted with Acunn.com app.

Average 7:30 minutes spent in app.

Audio Watermark based KPI’s as;

579.598 unique users played Audio Watermark game on mobile.

Average 10.5 minutes spent during the game.

“Do More Game” based KPI’s as;

269.755 unique users played “Do More Game” on mobile.

Average 04:28 minutes spent in the game.

Push notifications clicked by 237.101 users (53% rate)

Acunn mobile app has downloaded by 480K new users during the campaign and thus download rate of the app were doubled.