Teachers were in the carriages of the São Paulo subway lines to answer participants’ questions before the Enem test in activation of Rexona Clinical.
Signed by DM9 with co-creation by Spark, the action placed four “metrofessors” – including the influencer and history graduate Débora Aladim – available to clarify doubts about the main Enem subjects.
“Many people start to sweat just thinking about taking the test and this nervousness increases when they arrive with doubts for the exam, as nervous sweating during the test can negatively affect performance. With the action on the subway, Rexona Clinical goes to the student to answer the last questions before the exam, giving Enem much more confidence, and reinforcing the effectiveness of the brand’s line, which provides protection that changes everything in the armpits to take the test without worrying about sweat”, explains Viviane Ramos, Unilever Deodorant Marketing Director.
“Every year, the internet brings stories of stress and anxiety related to Enem. This time, Rexona brought protection to students even before the test. Through teachers on the subways, we represent the brand’s role as an ally in this and all other moments of psychological sweat”, said Laura Esteves, VP of creation at DM9.
The activation is part of the “Protection that changes everything” campaign by Rexona Clinical, which proposes immersions in reports and conversations about sweat and bad odor arising from stressful situations.
The campaign began with two emotional sweat situations: a blind date and a job interview. The first films in the campaign featured Anitta and Bianca Andrade.
