MANILA – A dance track and video from Unilever antiperspirant brand Rexona and four of the Philippines’ top performers is sweeping the country’s social media and music charts, Lowe Philippines said in a press release.
Do the Moves, a collaboration between Sarah Geronimo, Apl.De.Ap, Enrique Gil, and Elmo Magalona, is currently at #3 on the MYX Video charts’ Daily Top Ten, and still rising.
In the first ten days, the track had over 431,622 combined views for the official music and lyric videos on YouTube, as well as over 6 million Twitter impressions and 73 thousand mentions.
Do the Moves, an idea from agency Lowe Philippines and their specialist activation division OPEN, aims to inspire teens to be more active and enjoy their free time on summer break. It was first released with the video on March 8 and then revealed as part of the Rexona brand on March 16.
#DoTheMovesOfficialMV hit the top trending spot on twitter just 30 minutes after the music video’s release on March 8, and #RexonaDoTheMoves took the same number one spot on twitter’s trending list within 40 minutes of the brand announcement.
A Do the Moves countrywide dance tutorial caravan is also currently underway, and a nationwide dance battle is set for later in 2014. The music video is also supported by radio placements, and online instructional dance-steps videos.
Neil Trinidad, Marketing Manager for Deodorants & Oral Care at Unilever, shared: “We wanted to give teens an anthem, and with Do the Moves hopefully we have something that can be their soundtrack to doing more this summer.”
Roman Olivarez, Creative Director at Lowe and OPEN Philippines, commented: “It was a fun shoot, but it also felt like we were making something bigger than a music video. From the fan response pa lang, you can already see how this is sustaining fan engagement, and that it is going to shape the summer of 2014.”
Apl.De.Ap. commented: “It’s always great to be involved with amazing artists, and you know, I got to write a rap [verse] to put my own flavor in there. I’m very excited to be in this project with Sarah, Enrique, Elmo, and all these amazing dancers. I guess I’m gonna have to get my moves ready.”
Sarah Geronimo was likewise very positive about her involvement in the campaign, saying that “It’s truly an honour to collaborate with [everyone]. It’s great na nag-unite kami for this project.”
“[Do The Moves] is good for the teens, to make them feel fresh, feel confident. That’s what we wanted to do. It’s summer—just dance and have fun,” added Enrique Gil during a behind-the-scenes interview at the music video shoot.
