Energizing X-Race
- Brand
- Rexona
- Year
- 2009
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- CUBOCC
Objective
Rexona needed to carry the Brazilian launch of its new Energizing Body Spray into digital, echoing the global TV spot in which a supermarket cart rockets its rider through the city. The game let people step into that same burst-of-energy story themselves, while keeping the campaign's tech, sport and adventure attitude intact. A leaderboard tie-in also gave the push a real-world payoff: top-ranked players earned a shot at driving the race for real.
Solution
Players open the game in-browser, pick one of three drivers and one of ten branded shopping carts — liveried as rival teams like X-Racers, Power Shopcarts or Ultra Guarana Racing — then line up against nine AI-controlled racers on a course through São Paulo. Steering and gas sit on the arrow keys, space pulls the handbrake, and Shift triggers a speed burst; running over Rexona checkmarks scattered along the track fills up nitro for extra bursts. Each race runs three timed laps, and once the cart crosses the line players can check their finishing time against friends and see where they land on the overall leaderboard.
- 1
The game opens as a browser promo on Rexona's Brazilian site, requiring Flash and Unity Web Player plugins to load before play can begin.
- 2
Players pick one of three driver characters, then choose one of ten tricked-out supermarket carts styled as rival racing teams; the cart choice is purely cosmetic and has no effect on handling.
- 3
A race begins on a 3D-recreated São Paulo street course with ten competitors on the grid: the player and nine AI-controlled rivals.
- 4
Players steer the cart with the arrow keys, accelerating and turning through corners, and tap the spacebar to handbrake into drifts around tight bends.
- 5
Rexona checkmarks scattered along the track fill a nitro meter as they're collected, which players spend with Shift to unleash a speed boost past opponents.
- 6
Each race runs three timed laps, combining a position battle against the AI field with a race against the clock.
- 7
At the finish, players see their placement and lap time, can challenge friends to beat it, and their result posts to the campaign's online leaderboard.
- 8
Top-ranked players from the online leaderboard, limited to entrants in Brazil, are invited to an offline final: a real-world race on modified carts over a course built for the event in São Paulo.
