Rexona Clinical, a Unilever antiperspirant brand, has identified its target audience's concerns about bad odor and sweat, especially in extreme situations.

Rexona's goal was to create an immersive and authentic experience for the audience, with the challenge of proving the product's triple protection in extreme conditions of movement and sweat.

The idea was to create an experience that would test the product's efficacy and performance by simulating the extreme space environment to which astronauts are subjected.

We combined physical activity in an intergalactic setting by providing 30 free classes and spinning of 50 minutes each inside the Ibirapuera Park Planetarium with exclusive virtual reality projections that provided an immersive experience. More than 3 thousand people took the journey into space, although they remained on the ground.

The journey into space began long before the bike rides. Right at the entrance to the planetarium, an entire intergalactic setting was developed to get participants ready while waiting for the great journey.

The "3XTREME Challenge" activation aimed to engage a target audience, those who cherish exercising, challenge their limits and seek unique experiences. The choice for activation spot was strategic. After all, the largest open-air park in Latin America is the main meeting spot for any workout in the city of São Paulo.

And we harnessed the opportunity of having the Planetarium inside Ibirapuera Park creating an immersive environment with virtual reality and inviting people to live out an intergalactic, extreme experience, proving the effectiveness of the product: 3X more protection against sweat and odor.

In addition, the communication strategy included a comprehensive marketing campaign, with OOHs near and inside Ibirapuera Park to invite people to live the experience, a large exclusive launch event with press and digital influencers to increase the visibility of the activation, as well as content on social media to maximize reach.

The execution of the 3XTREME challenge was planned to ensure full maximum impact and audience engagement.

Pre-launch: OOHs spread throughout Ibirapuera Park where more than 20 thousand people visit every day, with the result of a quick sold out and opening of a waiting list.

Launch: strong digital presence on META, TikTok, as well as an exclusive event for influencers and journalists to live the experience first-hand.

Activation: 4-day event with 30 free 50-minute spinning classes.

During activation: intensification of activation with digital media, in-place content creation, and OOHs.

Post: Continuity of the project with content on social media highlighting the start of "Rexona Classes" at the partner health club for a month.

The activation generated entertainment for participants, an immersive experience in a space produced especially for people to feel in outer space and live out extreme situations.

Over 3 thousand participants challenged their limits and experienced the triple protection of Rexona Clinical.

+.3000 participants challenged

30 classes with 50 minutes each

+2500 hour of immersive brand experience

5,6M impressions even before the activation starts.

$780K in earned media

25M total impacts

19,9 M social media impacts.