Thirty stuntmen jumped from a Rexona billboard in the heart of Manila to bring to life the brand's exercise without sweat pitch as part of its 'Xtreme' campaign.
The stunt will be repeated on several weekends. The event was originally scheduled to take place on a Friday night, but was moved to a Sunday to prevent a workday traffic snarl. Franz Decloedt, senior brand manager, said that the event was in sync with Rexona's 'Xtreme' campaign, which is designed to appeal to the 'wild side' of Filipino men. A TV spot is also being aired, showing urban males surviving impossibly physical situations without breaking into a sweat.
Other BTL activities include a Rexona 'Xtreme Zone' in a mall, where consumers can take part in scaling walls. There will also be a raffle with helicopter rides, bikes and a jazzed-up pickup truck as prizes.
Rexona brings to life its no-sweat stunt in Manila
Following on Adidas' 'Vertical' stunts, Rexona, the deodorant for men, has launched an activation effort which its FMCG rivals have yet to try - a 'stunt billboard'.
