October 2007 - Costa Rica

To supplement Unilever’s latest campaign, the agency Tacti-K asked SIA Interactive to develop an interactive game.
In response, SIA created a remake of the classic car racing game Night Driver with updated graphics and a look that reflected the promotional campaign of the deodorant Rexona V8.

Players from Costa Rica, Guatemala, El Salvador, Panama, Nicaragua and Honduras participated. As a result, specific adaptations were made to reflect the features of each country, its Internet access possibilities and the different legal requirements in each country.

The quick but simple competitions that were high on emotions favored constant competition among players, for both racecar fans and amateurs alike. In addition, the game also offered cash prizes.

By getting participants immersed in the world of the brand, an unprecedented product presentation was made in all six participating countries. During the 65 days of the event, 2,693 players registered and a total of 64,568 games were played, which is a clear sign of the campaign’s success.

	Technical Form
Client	Rexona/Unilever
Agency	Tacti-K
Place	Costa Rica, Guatemala, El Salvador, Panama, Nicaragua and Honduras
Date	June 28-September 1, 2007
Client's Goal	To develop an interactive Internet game to promote its product Rexona V8.
Solution	The racing game Night Driver, with the look of the car in the Rexona V8 campaign.
Results	A total of 2,693 players registered in 6 countries (28.64 per day) with a total of 64,568 games played (an average of 686.89 games played per day, 23.9 per person).

“The promotion was a big hit. The game was well-received and easy to understand. We are very satisfied, and we managed to do a unique promotion in the region.”

Geovanny Alvarado
Brand Manager C.A
Unilever Central America

“One of the things that made this promotion successful was the fact that besides having fun racing cars on an electronic track, players were also immersed in the world of the brand, thus achieving the commercial objectives that we laid out from the beginning.”

Lourdes Gómez
Director
Tacti-K