Bring
the heat
Briefing
Rexona was sponsor of the UEFA Euro Cup 2024. Our challenge was to translate this global partnership into a locally relevant campaign for the Benelux. The objective was to grow Rexona as the leading efficacy brand in the Benelux, highlighting its innovative body heat-activated technology.
Approach
We teamed up with the hottest talent of the Dutch and Belgian national teams to showcase what it takes to train relentlessly, handle immense pressure, and push through the heat. Our campaign inspired audiences to keep going. No matter how hot you get, Rexona will never let you down.
We followed Tijjani Reijnders and Jeremy Doku on their road towards the European Championship. Their heat fuels not just their own ambitions. It sparks a fire of passion within their nations. We will use their momentum to bring the heat.
In our dynamic 360° campaign we captivated consumers through (D)OOH, OLV, Instagram, TikTok, and in-store activations. By creating impact before, during, and after the tournament, we strengthened brand preference and proved that Rexona always delivers, even under the toughest conditions.
Results
We inspired millions of fans to embrace the heat and push their limits, driving a 35% increase in awareness of Rexona’s body heat-activated protection. Confidence in Rexona as the top choice for sports surged by 44%, while brand preference rose by 42%.
