#QueNadaTeDetenga

Objective

Rexona aimed to inspire Mexican consumers to overcome barriers to physical movement and stay active. Research showed that 1 in 2 Mexicans avoid movement due to social pressure, and 31% lack motivation. The brand launched #QueNadaTeDetenga to reconnect the target audience with physical activity through the lens of football and gamification.

Solution

An interactive web-based penalty shootout experience at quenadatedetenga.com.mx that used pose estimation technology to convert real body movements into virtual soccer shots. Players stood in front of their webcam while the MoveNet pose-detection model (powered by Google's TensorFlow.js) tracked their body positioning to simulate a shot against an AI-powered goalkeeper called Robokeeper. The goalkeeper used German technology capable of predicting ball trajectory and reacting 20 times faster than a Formula 1 car. The campaign included a physical activation at Parque Hundido in Mexico City (November 18-20) and a digital component launching November 21 with prizes including gaming consoles and gift cards. Diego Lainez served as the official brand ambassador.

Results

Not published.