Objectives and strategy
Digital marketers strive for the attention of users. Rexona wanted to make sure users are watching their ads attentively. The video genuinely showed real life problems women are facing, Rexona let women experience the video as if they were the protagonist. With the help of interactive mobile video technologies, users got a change to engage with the video, during the video ad
Execution and media
The interactive video technologies gave users a change to attend the video. While the video played, users engaged with the ad by rubbing steam on the screen, tapping to break the glass and wiping to clean the screen. Since users attended the ad through the video duration, Rexona got to measure their attention score. For the first time in digital advertising, brands can make sure of their target audience's attention. Since they interacted with the video, Rexona made sure their attention was on the ad.