Rexona takes the World Cup hype train, literally

Rexona is bringing football fever onto Singapore’s MRT network with the launch of the “Coolest football moments museum train”, an immersive six-cabin moving gallery created in celebration of its FIFA World Cup 2026 sponsorship.

Running from 10 June to 19 July 2026, the activation, created in collaboration with Stellar Ace, will operate as a regular MRT service along the East-West and North-South lines, with no fixed schedule. Commuters may encounter the train at any station, turning an everyday journey into a football-themed brand experience.

The campaign is led by Rexona men arctic rush, the brand’s new anti-perspirant range designed to deliver instant cooling of up to -20°C. Centred on the idea of “keeping cool under pressure”, the museum train showcases some of football’s most composed and memorable moments, linking the sport’s high-stakes intensity with Rexona’s cooling proposition.

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The MRT network was chosen for the activation because of its daily reach and relevance, allowing the brand to connect with commuters as part of their everyday journeys across Singapore, according to Stellar Ace. The media arm of SMRT said the intent, together with Rexona, was to bring the energy, emotion and excitement of football closer to fans in a way that felt accessible and naturally integrated into the daily commute.

Transit spaces such as train cabins, platforms and stations offer high-dwell and high-visibility environments where brands can create memorable moments beyond traditional advertising, Stellar Ace added.

For the activation, the train has been transformed into a six-cabin editorial-style museum. Five cabins spotlight footballing nations with strong World Cup heritage — Brazil, Germany, Argentina, France and Spain — with each cabin featuring country-inspired visuals, themed seating, frozen-effect flooring, illustrated panels and stories of comebacks, last-minute victories and defining moments of composure.

The sixth cabin pays tribute to Singapore’s footballing spirit, highlighting the passion of local fans and the country’s ongoing football journey.

The football-themed museum on rail concept train was designed to create a memorable experience for commuters, Stellar Ace said. Spanning six train cabins, the moving museum incorporates interactive touchpoints across all in-train panels to invite commuters to test their football knowledge, spark conversations and create moments of discovery.

As part of the campaign, Rexona is also rolling out a nationwide trivia challenge. Commuters can scan a QR code onboard to take part in football trivia and receive a personal “Chill factor” score.

Participants can submit their results for a chance to win tickets to watch the FIFA World Cup 2026, as well as Rexona products and merchandise. They are also encouraged to share their scores on social media.

Shermaine Chen, head of marketing, Unilever Singapore, said the campaign brings to life the composure that defines football’s greatest moments. 

“The greatest moments in football have always come down to keeping cool when it matters most. As official sponsor of the FIFA World Cup 2026, Rexona is bringing that spirit to life on Singapore’s MRT, celebrating composure in the beautiful game, paying tribute to our own football story, and delivering the cool, on and off the pitch,” said Chen.

In tandem, Tony Heng, president, Stellar Ace, said "By bringing iconic football moments directly to commuters, Stellar Ace is transforming everyday journeys into opportunities for discovery, engagement and celebration."

"As excitement builds up, we hope this gives fans and commuters alike a chance to experience the energy, emotion and enduring appeal of football in a fresh and memorable way," he added. 

For Stellar Ace and Rexona, success will be measured through a combination of reach, engagement and brand impact. Stellar Ace said it will gather data points from commuters through KOL feedback and a brand lift study to provide deeper insights into key brand metrics such as awareness, recall, message association, consideration and overall campaign resonance.

While the MRT network provides audience scale and visibility, Stellar Ace said the true measure of success lies in how effectively the campaign resonates with commuters and enhances their journey experience.

The activation also supports the launch of Rexona men arctic rush, which features the brand’s latest cooling technology.

Stellar Ace said it sees strong potential for more immersive and themed train experiences in the future, adding that it is constantly exploring new and creative ways to engage commuters across the MRT transit network.

Rexona is not the only brand in Singapore going all out for the FIFA World Cup 2026. Lenovo Singapore has appointed local football icon Fandi Ahmad as its official brand ambassador as it ramps up its own World Cup push, tied to its role as official technology partner of the tournament.

The brand is rolling out a series of fan experiences, creator-led activations and community initiatives, including the “Lenovo Re:Match” experience store at *SCAPE, appearances by Fandi and Irfan Fandi, live screening hubs at CHIJMES and Capitol Singapore, an AI photobooth that turns fans into digital footballer avatars, and prize-led engagement mechanics such as its “Spend & score” campaign.

Lenovo is also extending its football presence to Resorts World Sentosa through the Hypebeast Cup Singapore, while piloting a year-long Lenovo AI Foundry collaboration with ITE focused on applied sports technology.

Changi Airport is also tapping into football fever with a campaign centred on Singapore football talent, free match screenings and football-themed activities across its terminals.

Its new film, “Where the world comes to play”, features Singapore national team captain Hariss Harun, head coach Gavin Lee, national players Jacob Mahler, Shawal Anuar, Kyoga Nakamura and Tyan Foong, with a cameo by Fandi, as it follows a football relay through Changi Airport and Jewel landmarks such as the Jewel Rain Vortex, The Wonderfall and Dreamscape.

Beyond the film, fans can catch free live screenings from 12 June to 20 July at Terminal 3 and transit TV lounges, take part in the “Football champions trail” for shopping and dining rewards, and join football-themed games in transit areas for a chance to win prizes, as the airport positions itself as a gathering point for travellers, residents and football fans during the tournament season.

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