Rexona Energizing X-Race
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- Brand
- Rexona
- Year
- 2009
- Objective
- Product launch
- Industry
- Beauty
- Mechanic
- Racing
- Platform
- Web
- Agency
- CUBOCC
Objective
Rexona launched Energizing Body Spray in Brazil, featuring a TV campaign centered on a protagonist racing through São Paulo in a shopping cart at high speed. The brand extended this narrative into a digital experience to engage consumers with the product's energy positioning.
Solution
A 3D online racing game where players competed in shopping carts—the iconic vehicle from the TV film—against nine AI opponents through São Paulo's streets. Players could select their character and cart, controlling their vehicle with arrow keys, spacebar for handbrake, and shift for a speed boost. The campaign bridged digital and physical activations with real modified go-karts racing on a purpose-built urban track.
Results
Not published.
