Brief Explanation

Strategy: Practically everyone from Axe Deodorant’s target audience owns and uses a cell phone. And they love being in touch with the ladies 24/7, like the brand advocated ‘Axe Man’ should be. There was however, one barrier – Limited Talk Time on our TG’s cell phones. With most of our TG still in college with limited to no pocket money, this was understandable. We decided to use this to create a Sales Driven Campaign while leveraging Axe’s appeal with its target audience. What stood between us and them however, was a highly competitive and price sensitive market. So, we created a digital & mobile brand campaign to initiate and deliver a unique proposition to potential consumers. Execution: With an attempt to drive nationwide sales and encourage and incentivize repeat purchases, FREE mobile talk time was given on purchase of any variant of Axe Deodorant. We tied up with Quopn, a platform that provides measurable marketing and customer acquisition channel. The campaign went live with only on-pack communication on all Axe variants. On purchase, consumers had to scratch an attached card and SMS the Unique Code to a number they were provided with. On successful validation of the code, the consumers got: i) FREE Mobile Talk Time (15 mins or 30 mins based on the variant purchased) ii) Mobile Contest Points 90 high end smartphones were up for grab in all with 1 winner every day. Results: Combining free national talk time and the chance to win a smartphone is what induced purchase and re-purchase respectively making the campaign a massive success. While still ongoing, (as of 31st July 2013) in 3 months the campaign has already produced over 200,000 redemptions which results in redemption rate of over 26%, more importantly, reemphasizing its appeal with the target audience.