In 2017 REXONA had an ambition to encourage people to be more active on an everyday basis; to ultimately help people live a better, fuller and richer everyday life and to advocate for a freedom to move. Rexona wanted the tagline “Freedom to move” to come to life using an ambassador. The brand wanted to sell the specific product advantage in their deodorants, the MotionSense, which helps people to stay fresh alongside being physical active. STEPitUP found the perfect brand match in two top athletes. The popular swimmer Pernille Blume who won the gold medal at the Olympic Games in 2016, and the renowned sprint canoeist René Holten Poulsen who obtained silver at the World Championships in 2015 as well as in 2017.
The partnership between REXONA and the two brand ambassadors was launched in August 2017. Additionally, in October 2017 two competitions took off. STEPitUP has facilitated competitions in which fans as well as the general consumer can win an individual training session with Pernille Blume and René Holten Poulsen, respectively. The prize includes a social concept in which the winner is entitled to bring along a friend. In August 2017, René Holten Poulsen debuted on national TV as a contestant in the most seen Danish TV show “Vild med Dans” (equivalent to Dancing with the stars), which made his face recognizable to the general retail consumer.
Social media posts from the campaign :
Vinteren er over os, det betyder masser af har alternativ træning for mig. Kunne du tænke dig et træningspas med undertegnede? Så har du muligheden nu. I samarbejde med Rexona og deres kampagne om frihed til bevægelse, har du og en ven mulighed for at vinde en trænings session med mig. Klik på linket for at tilmelde dig konkurrencen.: http://www.alt.dk/vind/vind-en-ol-roer-og-vild-med-dans-deltager-som-personlig-traener #rexonadk #motionsense #frihedtilbevægelse
Slået op af René Holten Poulsen i 27. oktober 2017