Advertiser: UNILEVER - JERÓNIMO MARTINS
Agency: TORKE+CC
Category: Permanent Retail
Advertising campaign: THE MOTIONSENSE E-MAIL
Art Director: João Pereira (TORKE+CC)
Planner: Mariana Figueiredo (TORKE+CC)
Intern: Martine Jakobsen (TORKE+CC)
Producer: Frederico Ferreira (TORKE+CC)
Creative Director: Pedro Alegria (TORKE+CC)
Art Director: Rui Pica (TORKE+CC)
Art Director: Rui Santos (TORKE+CC)
Copywriter: Zeynep Rabanéa (TORKE+CC)
Creative Director: André Rabanéa (TORKE+CC)
Intern: Gabriele Donada (TORKE+CC)
Art Director: Daniel Machado (TORKE+CC)
Planner: Diogo Teixeira (TORKE+CC)
Creative Director: Hugo Tornelo (TORKE+CC)
Copywriter: Nuno Trindade (TORKE+CC)
Producer: Soraia Silva (TORKE+CC)
Intern: Vanda Gomes (TORKE+CC)
Client Brief Or Objective
The e-mail aimed 170000 database clients.Rexona developed a revolutionary motion sense technology for its deodorants; for every move you make, it releases another burst of protection. So the more you move, the more it works. Do:More.We needed to spread the word about the Do: More campaign in an innovative way. And we needed to communicate a product promoting high activity using a static media that is difficult to interact with, an email!We wanted the recipient to have to do more in order to see more, thus having to interact with the e-mail to visualize the entire message.
Implementation
We simulated the parallaxing technology inside the body of the email for the first time. From the moment the recipient opens the email he begins to interact in order to see the character doing more. 18% of the target interacted with the email and visited the Rexona website in the end.
Execution
We were able to simulate the paralax effect inside the body of an e-mail for the first time, as a way to answer the brief about Rexona's motion sense technology: the more you do, the more it works.In this sense we got people doing more to see more, thus it was innovative considering the limitations of an e-mail: a media that usually only have external links and is interpreted as a static media. We got the recipient interacting with the campaign by surprise, and the client also, as they saw 19% of their e-mail target accessing the product's website.
Outcome
The e-mail was sent to 170000 database clients and 19% of the target visited Rexona website in the end.