Results and Effectiveness

• 500,000+ consumers experienced India’s first Guerilla Beamvertising live across 30 youth congregation points spanning 3 days. • A viral video released on YouTube garnered approximately 1 million views within 2 weeks, as against the expectation period of 1 month • On its Twitter debut day, the video trended @ #1 in India and #2 Worldwide within 20 minutes of its seeding; strengthening AXE’s buzz quotient. • The activity strengthened AXE’s core mind measures of Buzz & Talkability which positively impact AXE’s sales; by 30% during the campaign

Creative Execution

The highly disruptive nature of the activity was brought alive with the pneumonic of “Even angels will fall”. The visuals of the gorgeous falling angels made the onlookers interact with them and capture these visuals on their mobile phones. A milieu of reactions came from the onlookers ranging from being spell-bound, to enticed, to delight! Delhi and Pune, India’s student capitals were chosen for the “Fallen angels” experience. 30 youth touch-points ranging from malls to cafes to multiplexes across Delhi & Pune were short-listed. Over 3 days, consumers witnessed angels crash landing while they were hanging out with their peers, in a relaxed environment, when it was least expected! Being witness to a unique-never-before activity turned the WOW experience for AXE consumers into a Word-Of-Mouth chain! The activity was shared across AXE’s strong digital assets on Facebook, YouTube & Twitter on the same day

Insights, Strategy and the Idea

The Indian male fragrance market witnessed an explosion with a slew of copycat brands, all positioned on “seduction”, which was the category leader AXE’s signature for over a decade. Breaking through this clutter of seduction became critical to AXE. The core AXE audience, are high energy, low attention span individuals. They are very focused in their interests – be it Girls, Parties, Sports, Music. In their world, new, never-before experiences are a currency, they use as bragging rights amongst peers - Experience is Everything We kept this at the core of the AXE Solution! Thus, we created India’s first “Beamvertising” Guerilla Projections, a clutter breaking experience of the most gorgeous angels literally falling down across key youth congregations. Due to stringent government regulations on Outdoor projections, such an activity had never been attempted before. Spectacular visuals and its disruptiveness ensured that onlookers captured this experience