Rexona partnered with Waze, a community-based traffic navigation app. The brand thought that it was the best time to remind people to keep moving while they're stuck.

The brand customized a voice pack, inspired by 2-time NBA MVP and Rexona ambassador Steph Curry - perfect for the only basketball-crazy country in Southeast Asia, The Rexona Mobile Voice Pack, or MVP, gave people the assist they needed with tips on the road and in life.

Rexona's 2017 thematic campaign utilizes basketball legend and 2-time NBA MVP Stephen Curry. This is ideal in the Philippines, the only basketball-crazy country in Southeast Asia.

The brand took advantage of Waze's latest feature: customized voice recordings.

Now the Waze user stuck in the world's worst traffic could get MVP tips and directions on the road, as well as in life, via the Rexona MVP (Mobile Voice Pack).

Instead of an in-app ad that delayed their use of Waze (and could get irritating), users saw a native ad that supported the thematic message and improved utility by letting them download the voice pack in one tap, to immediately use on their drive.

(Downloading and installing an extra voice pack usually takes many more steps.)

A Facebook page post encouraged the audience to install Waze and download the Rexona MVP.

APP PERFORMANCE:

o 680,000 hours total drive time using the Mobile Voice Pack

o 10 million kilometers' worth of total distance covered using the Mobile Voice Pack

o 2.3 million impressions from the Waze Takeover Ads in 1 month

o Total of 58,412 voice changes in 1 month (35,000 of downloads organic)

o Most downloaded Waze Voice in the Philippines in just 1 month

o Uplift of 74% Rexona brand recall due to the Rexona Takeover (based on Waze study)

BRAND SALES:

o Contributed to 18% growth of the Rexona Men Ice Cool variant: from -9% in February 2017 to 9% as of October 2017

INCREMENTAL:

o Ride-sharing services such as Uber or Grab make up 8% of Waze Users in the country, so the Branded Voice is exposed to their passengers as well.