• Situation: Half of Mexicans struggle to stay active due to confidence issues. The 2022 FIFA World Cup offered Rexona a chance to inspire movement and boost confidence among its target audience.

• Brief: Develop an engaging campaign during the 2022 World Cup that leverages Mexican's passion for football, uses advanced technology to create a unique, interactive experience, promotes movement, builds confidence, and generates buzz around Rexona.

• Objectives:

· Encourage physical activity by making the campaign accessible via mobile devices and various locations.

· Boost confidence by enabling participants to face a world-class Robokeeper and share achievements on social media.

· Generate media impact and user engagement, positioning Rexona as a supportive and empowering brand.

· Strengthen the emotional connection with the target audience, aligning with Rexona's message: "Rexona, it won't let you down."

· Capitalize on the excitement of the World Cup to maximize campaign reach and impact.

The creative idea behind the #RexonaChallenge campaign was to inspire movement and build confidence by combining Mexico's love for football with cutting-edge technology. We launched a four-day activation in an iconic Mexico City park during the 2022 FIFA World Cup, inviting people to challenge the Robokeeper in person.

The online experience allowed users across the country to face the Robokeeper from any device and location. Google's Tensorflow machine learning model detected users' body movements, translating virtual shots into real-life shots against the Robokeeper, creating a genuine experience.

Additionally, large screens in shopping malls served as virtual soccer goals, inviting participation. The #RexonaChallenge aimed to generate buzz, promote physical activity, and strengthen the connection between Rexona and its audience, reinforcing the brand message: "Rexona, it won't let you down."

The strategy aimed to engage the target audience, Mexicans struggling with confidence and physical activity, by leveraging their passion for football during the World Cup. The approach focused on inspiring movement, building confidence, and fostering a connection between Rexona and its users.

Target audience: Mexicans facing challenges with staying active and maintaining a healthy lifestyle due to confidence issues.

Approach:

Launch with a four-day activation in an iconic Mexico City park, creating buzz by inviting people to challenge the Robokeeper in person.

Offer an online experience accessible nationwide on any device, enabling users to participate virtually.

Utilize Google's Tensorflow to translate virtual shots into real-life shots against the Robokeeper, ensuring an immersive experience.

Expand reach by integrating large screens in shopping malls as virtual soccer goals, inviting more participation.

Capitalize on the World Cup's excitement to promote activity, boost confidence, and strengthen Rexona's relationship with its audience.

The execution of the #RexonaChallenge involved several stages:

Launch: Organize a four-day activation in an iconic Mexico City park, inviting participants to challenge the Robokeeper in person, generating buzz.

Online Platform: Develop a user-friendly online experience, accessible nationwide on any device, allowing users to face the Robokeeper virtually from any location.

Technology: Implement Google's Tensorflow to accurately translate virtual shots into real-life shots against the Robokeeper, providing a realistic experience.

Mall Activation: Install large screens in shopping malls as virtual soccer goals, inviting more participation.

Social Media & PR: Promote the campaign through social media and secure media coverage to amplify reach.

Measure Impact: Track media impacts, user participation, and total time spent engaging in physical and digital activity, reinforcing the brand message: "Rexona, it won't let you down."

· The campaign generated over 407,721,107 media impacts, gaining significant attention and exposure.

· Over 600,000 users participated in the challenge, actively engaging in physical activity.

· Participants moved for a combined total of more than 3,500,000 seconds, equivalent to 42 days of continuous movement.

· Influencer Reach: 25.3MM impressions and 2.8M users, with an ROI of 2.24.

· Sentiment Analysis: 2.2% negative, 12.5% positive, and 85.2% neutral sentiments.

· PR Ad Value: Over $616K in earned media value.

· Users enthusiastically shared their experiences and victories across social media platforms, further amplifying the campaign's reach.

· The campaign successfully reinforced the brand message, "Rexona, it won't let you down," creating a strong emotional connection between Rexona and its target audience.

· By leveraging the excitement of the World Cup and Mexico's love for football, the campaign effectively inspired movement and boosted confidence among participants.