Results and Effectiveness

Through this campaign, we achieved: - 30K Enrolments (equal to 12% of the graduating population in Indonesia) and more than 550K Visits on 60 days campaign period - 1.2 Mio minutes of branded content consumed during campaign - Axe gained 9.2 SOM, their highest SOM for the past two years

Creative Execution

We knew that searches for dating tips were at an all time high and used this as inspiration to create a rich media ad showcasing tips on how to impress different types of girls. We showed them the ads while they were playing games, using display ads on popular gaming applications and while they watching their favorite videos on YouTube using a mobile roadblock. A series of invitation videos published online and on mobile as True View were used to peak interest for the hot lecturers and drive registration. While they were searching for love and dating tips, we also made sure we bid for those keywords on search and led them to the Axe University. Our effort paid off, 60% of the traffic came from mobile. Mobile ads also gained more than three times better response than their counterpart on desktop resulting in low cost per acquisition.

Insights, Strategy and the Idea

Every year, Axe launches a new variant to increase sales. But, as new product sales increased, past variants sales declined. Axe needed a platform where they could re-introduce past variants, in an exciting way to the young Indonesian males. They were geeks, who had problems attracting girls and would rather look at their phones, play games and post on social media. Clearly, Axe was the perfect brand to transform them. Knowing that the target audience is digitally savvy, the best way to reach them was by creating Axe University virtually where students can learn the art of attracting women. We chose the channel they were most comfortable in – their mobile phone. Registered students had to go through online video lectures by 3 hot Indonesian celebrities and take an exam to win points. Special prizes were given to those with the most points collected.