Rexona launched Nepoteka — the first anti-crisis program to give people the opportunity to pay off their mortgages or loans using their own physical activity. The more you move, the less your mortgage is.

As a PR-teaser, we conducted a single Nepoteka marathon: A simple Russian guy ran in support of mortgage holders 1,500 kilometers across 16 cities, from Samara to Moscow.

Rexona declared Nepoteka movement: You can repay your mortgage or loan with your own physical activity. The campaign was promoted on federal television channels and TVC.

Media promotion in Moscow Underground Wi-fi as a digital game invited users to follow the project and became one of the most effective instruments to convert visitors to competitors.

To take part in the project, one had to register on the site and connect to the Jawbone or Nepoteka mobile app. Every user could choose the object of his struggle—a repayment of a mortgage or a loan. Participants could gain MotionSense capsules in four different ways: by being physically active, by entering a code from Rexona pack, by making funny GIF photos, or by inviting friends.

Rexona became the most successful and fastest growing brand in Unilever RUB (Russia, Ukraine and Belarus) in all available metrics in 2015 – volume and value sales, as well as value and volume market share.

The Nepoteka anti-crisis campaign attracted 30,000 people who took part in an incredibly rich and intense online competition from May to July.

Program results:

2.3% growth of the market share from May to July

Rexona became Unilever’s number-one brand in the growth of the market share (Nielsen)

Number-one in turnover increase among Personal Care brands in Russia

23% increase of turnover during the campaign

390 media publishing. Media Impressions — 561 140 163 media impressions

After such a success, Nepoteka was acknowledged to be a repeatable model and Nepoteca 2.0 came to life in February 2016.

To launch the revolutionary Rexona MotionSense technology (the more you move, the more it protects) in the Russian market, we appealed to the most frustrating problem our audience faces: their mortgage. Nepoteka is the first national anti-crisis program that gave the opportunity to use users' moves to pay off the mortgage. The more you move – the less your mortgage is.

We covered Rexona’s audience with a PR-teaser, TVC, media promotion, BTL activations and digital efforts (website, SMM and MobileApp) to count users' moves. Nepoteka became so engaging, Unilever had to continue it the next year.

Rexona MotionSense technology works according to the principle that the more you move—the more it protects. The Rexona philosophy encourages people to be physically and socially active: with steps and with clicks. Our project tracked every user’s physical activities, both digital and offline. We accounted for many types of user activity: moves tracked by the Nepoteka app or by Jawbone sync, users making a funny GIF using the web cam, likes on the official Rexona pages in social media, and users buying a product. All the BTL activities and media instruments helped participants to get more points.

It is difficult to create a promotional campaign in Russia. There are a lot of barriers: a huge geography, numerous national social networks, distinct patterns of behavior amidst the same audience, depending on the region. We were challenged to create the national campaign to cover all the behavioral patterns of the target audience, both digital and offline.