Rexona is a well-established brand in the Brazilian market, closely associated with movement. Carnival is the most important festival in Brazil, and Rexona's goal was, at the end of the 4-day festival, to remain in consumers' memories as a brand that was part of Carnival in an intensive and fun way. And by providing consumers with memorable experiences and, of course, more protection so that they could enjoy the party without worrying about sweating.

Rexona faced the challenge of trying to stand out in a carnival already packed with brands. Therefore, we chose a moment that all revelers experience, but that brands had not yet paid so much attention to. Rexona transformed the most boring moment of carnival, the commute between one street party block and another, into a great continuation of the party. We took live music, dancing and several other branded activities to the subway stations that welcomed revelers throughout the party, transforming a boring and ordinary moment in the consumer's life into an unforgettable experience.

Rexona wanted to impact and connect with people who would leave their homes to enjoy the street party blocks spread across the city during the 4 days of celebration, the so-called carnival enthusiasts. The audience is very broad and diverse, men and women, between 18 and 40 years old, with one thing in common: the love of partying. To achieve this objective, it was necessary to stand out among several other brands and competitors that were fighting to impact the same audience, several of which had a more natural connection with the date, such as food and beverage brands. So Rexona decided to bring an unprecedented and impactful experience to the consumer during the party, turning one of the most boring and time-consuming parts, the process of moving from one street block to another, into something fun, memorable and part of the festivities.

The activation took place throughout the 2024 carnival, from the 10th to the 14th of February in the cities of São Paulo, Rio de Janeiro and Salvador. Party Station took a carnival block into public transport between two street party blocks in the city of São Paulo. Over the 4 days of revelry, we brought entire bands into the carriages, live music at the stations, spaces to take the perfect selfie, and influencers to transform a moment that was previously boring into a great party.

And just like our party, our media assets were also nonstop. We filled cities with interactive digital OOH, which engaged with revelers during transport, and starred the biggest Brazilian pop star, Anitta.

Rexona's activation during Carnival reached more than 379 million OOH impacts throughout Brazil. The impact of the campaign led to 388 stories told on earned media and in addition, the experience generated with consumers resulted in a 23% lift in brand love. And that's how we emerged from the party, as one of the Top 5 most remembered brands of the Carnival.