Results and Effectiveness

Total AXE market share grew by 23% Axe Provoke Market share grew by 165% Teen guys were interviewed on exiting the cinema: •100% of guys loved the experience and thought it was ‘cool’ and ‘different’ •80% of guys said they wanted to try new Axe Provoke to see if girls would react like they did in the live ad •75% of guys said they have never seen anything like that before, that is was ‘beyond 3D’ 18,350 guys watched clip on Axe_Thailand YouTube Channel. 350,000 samples handed out by Axe Angels around Bangkok teen hang-outs 600 spray cans for sampling

Creative Execution

First ever live cinema ad in Thailand! Movie ‘Pirates of the Caribbean 4’ due to teen match. Day: Saturday afternoon for highest incidence of mall rats! An actor, dressed as Captain Jack Sparrow, sat in the audience. Our Axe 30 second commercial played (showing angels falling from heaven to be with the guy who sprays Axe) and a message on the screen said ‘angels will now begin to fall into this cinema’ A special lighting mechanic plunged the theatre into darkness with a spot light on our actor. He walked to the front and sprayed Axe. Sound and lighting effects made a dramatic scene as four angels appeared from the exit doors through white mist, sniffing the air as if in a trance. The actor chose one angel and left the cinema with a knowing smile. On exiting the cinema, Axe Angels handed out Provoke samples to all teen guys. Official Video Link to Axe_Thailand YouTube Channel: http://www.youtube.com/user/AXEThailandChannel#p/u/6/pTuGxKj-bVw Video Link included interviews, cinema branding and sampling: http://www.youtube.com/watch?v=NZ9CO0MYp7w

Insights, Strategy and the Idea

Brand Equity Objectives: •Build ‘cool brand’ credentials •Build fragrance credentials •Drive trial of Provoke via ‘sexy’ sampling Communication Objectives: •Live demonstration of the Axe Effect in a never-seen before way •Drive online conversation with content Key Consumer Take Out: ‘Axe Angel’ so tempting, angels will fall from heaven. Insights: •First Base- Teen guys love going to the movies, especially on dates, because it gives them the chance to make a move on the girl in the dark……smelling good when cozying up is key •Mall Rats – teen guys hang around malls and movies on weekends, flirting, trying to impress girls and killing time Teens are bored and constantly onto the ‘next’ thing. They are the most difficult group to engage due to their short attention span and fragmented media consumption. We needed to do something different, something surprising that would impress them and ensure they talked about it with their friends.