People tend to move less in our busy, exhausting world. Latest researches show that %70 of Turkish population own a smart phone and also mobile phones are the most used devices for second screening with 64% while watching TV. Moreover, wearables and second screen experience was on the rise and we used this opportunity in our advantage to reach our target audience by developing a mobile campaign. Considering all these insight on our target group, we decided to create a second-screen project that will convey our brand message to target audience.

First, we gave Rexona bracelets to each of the Survivor contestants in order to find out what more they can achieve. Thus, we were able to share data (such as many steps they took etc) with our target audience, via Rexona TAB on the official mobile application (Acunn.com) of the TV show.

Second, we used the watermark technology embeded to TV Show to send a signal to the users’ mobile devices while on air. We asked them to make predictions about the competition simultaneously with the programme. Thus, users were able to get involved in the programme via a game on their mobile devices.

Lastly, we invited our target audience to “do more”. We created a “pushed to more” tab on app and asked them to move around for 10 minutes during commercial break. We converted every move completed into points using the gyroscope apparatus on their devices.

The results of our 3-stage-campaign were absolutely brilliant! Throughout the campaign period, we managed to reach out to 1.039.361 unique users via our app, and more importantly, get 269.755 people take action and move in front of the TV. Although Rexona had been ranked as the second place in Turkey’s 2014 market share for aerosol products (%19), we took over the leadership in 2015 – Q1 time period (%19,9). Regaining the lead in the market after 4 years, Rexona encouraged Survivor fans to live a more active life and proved that it’s just always possible to do more.