Results and Effectiveness

Engagement and virality saw a surge Video virality & engagement went up by 46% & 25% respectively. Beamvertising video trended at #1 and #2 in India & Worldwide on its debut day. AXE engaged with 50% of India’s young male online population. AXE witnessed a spectacular rise (1000+ bps) across core 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% AXE PROVOKE, the variant, captured a market share of 2%

Creative Execution

To create the illusion of AXE’s movie launch, a 30sec movie-like-trailer from the master AXE Provoke thematic TVC was created, which became the face of a Hollywood movie promotional plan. To create the aura of a blockbuster launch we dominated classic movie promotional assets - Theatrical Promos, Translites, LCDs, Movie Posters, Standees, YouTube and social media. Supporting the thematic TVC; for the first time 13 of India’s youth channels landed “Angels” onto live content. We hijacked India’s Pirelli, the Kingfisher Model Hunt, where models through the 13-week season turned into “AXE ANGELS”. We also hijacked Maxim’ most desirable also turned into AXE ANGELS We landed AXE angels across 30 high density locations in India’s three largest student cities using Beamvertising & Augmented Reality. Each piece of paid and owned media was shared on AXE’s 2 million strong Angels Club on Facebook generating earned media.

Insights, Strategy and the Idea

AXE, launched its new variant AXE Provoke, “A fragrance so strong, even Angels will fall”. An Axe guy is aged 15-24, who performs a varied set of activities through the day, making him a very elusive audience to pin down. For the launch, AXE global team just provided us a 60 second commercial and some banner ads. Keeping in mind the cluttered Indian market, where Buzz & Talkability positively impact sales, we recommended an approach different from the globally devised campaign architecture. Our design resided on both, the creation of disruptive content as well as disrupting existing content across TV, Print, Outdoor and Digital. We created a tease phase around the illusion that AXE was launching a full-length blockbuster feature film – Mystery of the Fallen Angels. This led into the brand reveal & engagement phase, where we excited young males through clutter-breaking angel sightings across touch-points.