Results and Effectiveness

AXE Facebook community grew from 1 million to 2 million+ Video virality & engagement went up by 46% & 25% respectively. Beamvertising video seeded through twitter handle #angelswillfall became the #1 & #2 trend in India & Worldwide on its debut day. AXE engaged with 50% of India’s young male online population. With the brand witnessing a spectacular rise (1000+ bps) across key brand measures Do people talk a lot about – 68% to 87% Cool & Trendy – 68% to 87% Offers something other brands don’t – 59% to 85% Would recommend to others – 67% to 88%

Creative Execution

We co-created engagement platforms with the most iconic male brands – Maxim, MTV, Playboy, Kingfisher Calendar Hunt (India’s Pirelli Calendar) AXE fans got the opportunity to star with Kingfisher Calendar models, GRIND with the hottest MTV VJs and party with Maxim’s Most Desirable. But his biggest fantasy was brought alive when two AXE fans got the opportunity to party at the Playboy Mansion. During the 2011 Cricket World Cup the iconic Midday Mate turned into an AXE Cheergirl; we landed AXE angels across 30 high density locations in India’s three student cities using Beamvertising & Augmented Reality. All this coming together created the effect of an AXE MALE FANTASY THEME PARK! With digital accounting for 37% of Axe consumers’ media consumption, we made the Angels Facebook Fan Club, his window to all Male Fantasy Theme Park Rides. Encouraged AXE fans into competing in online games

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! The entire category premise was an illusion created through a TVC – guy sprays and gets the girl! We decided to change the rules of the game – CREATE REAL WORLD EXPERIENCES OF THE AXE EFFECT! We designed an annual AXE engagement calendar – MALE FANTASY THEME PARK; filled with never-before-AXE-experiences.