AXE NEURO LAB

TitleAXE NEURO LAB
BrandUNILEVER JAPAN CUSTOMER MARKETING
Product / ServiceAXE FRAGRANCE
CategoryA02. Fast Moving Consumer Goods
EntrantASATSU-DK Tokyo, JAPAN
Entrant Company ASATSU-DK Tokyo, JAPAN
Advertising Agency ASATSU-DK Tokyo, JAPAN
Production Company BASCULE Tokyo, JAPAN

Credits

Name Company Position
Masayoshi Boku BASCULE INC. Executive Creative Director
Nobuo Hara BASCULE INC. Creative Director
Kenichiro Tanaka BASCULE INC. Agency Producer
Megumu Kasuga BASCULE INC. Art Director
Saburo Suzuki BASCULE INC. Technical Director
Takayuki Watanabe BASCULE INC. Flash Developer
Chigusa Katayama BASCULE INC. Production Manager
Katsuya Fujimoto ASATSU/DK INC. Planning Director
Jumpei Yoshida ASATSU/DK INC. Planner
Hiroaki Saito ASATSU/DK INC. Account Director
Tomoaki Miyauchi ASATSU/DK INC. Account Executive
Kazuko Arai ASATSU/DK INC. Pr Director
Taeko Yoshimoto INITIAL INC.
Kento Miura INITIAL INC.
Syoujiro Nakaoka BIZTREAM Sound Designer

Creative Execution

AXE NEURO LAB consists of neuro-scientific experiments and research with advanced digital creativity to generate buzz among targets. Impression comparison experiments (AXE users vs. non-users) were conducted with a cutting edge neuro-sensor, which detects biological reactions. Experiments were made into a live digital streaming show on Japan’s top digital broadcasting site. On the show, guys were challenging to impress girls, who with their cutting-edge neuro sensor, judged them based on their impression. AXE was used as a booster to improve guys’ impression on girls. AXE facebook page used as a platform to spread these contents and build engagement.

During the campaign period (July-September 2013) -No.1 record for viewers and comments on Japan’s top digital streaming site, Nico-Nico, with approx.200,000 viewers and 280,000 comments during a 10hr show. -Approx. 100,000 actions made on AXE facebook.

Our mission was to enhance the usage of fragrance, make it a habit among young targets, whom only 25% of them use fragrance on a daily basis. (Ref. Agency Research) They worry about what others think of them, which is apparent from their passion for fashion and hairstyle. However, they have not realised that fragrance is effective for their own impression management. They live in a digitally advanced world. Everyday, they are facing a flood of digital information, which makes them sceptical and selective about information. Our strategy was to create an absolute credibility, providing facts beyond a doubt for fragrantly passive young Japanese targets to make them believe in the effectiveness of AXE fragrance body spray. Our Idea was to set up “AXE NEURO LAB.” It is a scientific research platform to experiment and prove the effects of AXE fragrance body spray.

Links

Website URL