We held the Rexona Energizing Parkour Event, grabbing the spotlight and turning heads, in downtown Santiago. The extreme experience and energizing relationship of parkour and Rexona took Chile’s mass media by storm.Staging Chile’s first parkour event was a risk; and the sport itself thrives on danger and flair. We challenged our consumers to do the same: dive in, live with energy. Parkour was the perfect vehicle for our product. The “Energizing Experience” concept literally came to life through this spectacular event and the huge publicity it generated.

As a hi-tech experience, we projected in buildings and walls young parkourists (obstacle jumpers) in a variety of highly concurred spots in the city’s downtown using moving laser projectors (in a car). Their actions were exhibited on the city’s streets. This simple but innovative solution allowed us to generate a great impact on by passers.

The first parkour event in Chile, convened by Rexona Energizing, gathered over 4,500 people in Santiago’s Ahumada Street (pedestrian street).

During the activation period this variety achieved share peaks 115% bigger than the rest of Rexona Men deodorant varieties.Rexona Energizing variety doubled the market share of previous Rexona’s varieties.The second place in the Masculine Deodorant category wasn’t achieved; nevertheless Rexona FM was positioned in the third place: 7.6% AP.