The Campaign

Axe wanted to extend its portfolio by launching Axe Shower Gel in India. The challenges however were dual. Firstly, Axe is synonymous with deodorants in India. In a pre-launch study, 87% of respondents misattributed the Axe Shower Gel TVC to Axe Deo. Secondly consumers are not familiar with format of shower gel as India is predominantly a bar market with shower gels contributing only 0.3% in the soaps market. Our target audience, the Indian urban-male youth, flirts with multiple media, actively deciding what he wants to consume. Content for them has evolved from one medium to a multi-platform interactive experience. Shocking, fast-paced, high-voltage drama dominates the content consumed. Hence, we wanted to embed the news of the brand launch in a story that would spread organically and integrate the brand with the storyline to establish the product format. However the existing programing on television targeting the youth did not present such an opportunity. Additionally, regulations governing the content on television do not allow airing of the kind of risqué content that was required. Therefore, while the content was toned down for television, it was shown uncensored across digital media to meet the brand’s needs and audiences’ demands.

Results

The campaign kicked off with Twitter going wild after MTV VJ Jose remained inactive for 5 days. News of him going missing originated from his Twitter followers. On February 10, 2012, India woke up to the alarming news of Jose being kidnapped. A shocking video of the kidnapping released by the 3 femme fatale captors made it clear that they meant business. After a nerve wracking 96 hours, the 3 captors announced their demands “Launch Axe Shower Gel in India or Jose will have to bear the consequences”. Axe officials refused to relent stating that their tests proved that Axe Shower Gel was dangerous as it had a powerful effect on women, removing all social inhibitions. Tension built up as the kidnappers hijacked MTV’s website, posting 40 videos of them torturing Jose, while audiences interacted with them suggesting ways to torture Jose. Every act of torture involved getting Jose dirty and followed by a complete wash-down with Axe Shower Gel. The hostage drama finally ended when huge pressure from Jose’s fans pushed the Axe officials into giving in to the girls’ demands. The campaign concluded with the release of a 10 minute film and music video, revealing the final twist at the Axe Shower Party. The story unfolded simultaneously on television and digitally, via a 10 part short film series. While the microsite FindJose was the primary hosting vehicle for the activity, content was also disseminated and conversations seeded on social media to maximize engagement. Extensive promotion was done on video sharing platforms. Print, cinema and mobile was deployed to boost the awareness levels at critical junctures. Radio activity was designed as a constant support to the activity storyline in the form of news capsules.

We decided to launch the brand on the back of a kidnap drama involving a famous VJ from the leading youth channel of the country – MTV. The story was specially designed to accommodate the brand philosophy and demonstrate product format. To make it realistic, we made the VJ disappear from public view, throughout the campaign. As a result the campaign created huge pull digitally, delivering 8 Million video views, 117 Million impressions and 1.8 Million page views on the microsite.

•45 days activity, 185 different communications, average of 4.5/day, resulted in 4.1% market share in liquid soap category within 5 months of launch •Average monthly sales volumes doubled from 4 tons in Q1 to 8 tons in Q2 2012 post activity •Campaign created huge pull digitally, delivering 8 Million video views, 117 Million impressions and 1.8 Million page views on the microsite •High engagement metrics – Axe Shower Anthem YouTube banner delivered a CTR of 3.18% •Average time spent on WeHaveJose(hacked MTV website) and FindJose microsite – 3:41 and 2:11 mins respectively •Zero TVC route – For the first time in the country a brand used content for a product launch •Content was specially designed to accommodate the brand philosophy, news of launch and showcase product format •Story was told across media, however the story telling format and experience was customized to each medium •We made VJ Jose disappear from public view for 45 days, to give the entire campaign a realistic feel. On MTV, repeat telecasts of his programs were shown with a ticker informing the viewers about his kidnap. He was prevented from appearing on his Radio shows, while his co-RJ’s were showing concerns on his kidnap.