The Campaign

As almost all young guys in Japan use their mobile phone as an alarm clock, we felt the most cost efficient way to make Axe part of their morning routine is to give them a wake-up call to remind them to spray Axe. We created a sexy branded mobile alarm application and used all channels to drive consumers to discover and use the “Axe Wake-Up Service”.

Success of the Campaign

We successfully effected the behavioural change we set out to achieve. Purchase repeat rates increased significantly. The percentage of Axe users who had purchased more than once increased from 25.7% before the campaign to 29.8% after. The percentage who had purchased more than twice rose from 14.2% to 36.8% over the same period. (Source: Unilever internal data, confidential – not for publication.) Clearly young Japanese guys were waking up to the benefits of spraying Axe on everyday.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

P.O.S In store materials featured the Axe Angels and other elements of the TV campaign plus the call to action and the call centre phone number to download the application. PRINT Print media tie-ups with magazines with high reach against our audience including Kansai Walker, Tokyo Sport magazine explaining the service in detail. AXE WAKE-UP SERVICE WEBSITE We created an “Axe Wake-Up Service” website. Here guys could download the mobile application or, for those with less fancy phones, set up a single-use mobile alarm service for the next day. AXE WAKE-UP SERVICE MOBILE APPLICATION Upon receiving the application, guys were asked to choose the Axe Angel he would most like to wake him up. Once chosen, he simply set the time and every morning for the next three weeks he received a fun and sexy video wake-up call from his Axe Angel who of course, reminded him to spray Axe.