| Title | AXE NEURO LAB |
| Brand | UNILEVER JAPAN CUSTOMER MARKETING |
| Product / Service | AXE |
| Category | B02. Fast Moving Consumer Goods |
| Entrant | ASATSU-DK Tokyo, JAPAN |
| Entrant Company | ASATSU-DK Tokyo, JAPAN |
| Advertising Agency | ASATSU-DK Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| 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 |
| Ikue Koyanagi | ASATSU/DK INC. | Senior Planner |
| Shouichi Nakagawa | ASATSU/DK INC. | Media Planner |
| Kazuko Arai | ASATSU/DK INC. | Pr Director |
| 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 |
| Taeko Yoshimoto | INITIAL INC. | |
| Kento Miura | INITIAL INC. | |
| Syoujiro Nakaoka | BIZTREAM | Sound Designer |
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. 80,000 actions made on AXE facebook.
AXE NEURO LAB consists of neuro-scientific experiments and research. For digital, Impression comparison experiments (AXE users vs. non-users) were conducted with a cutting edge neuro-sensor, which detects biological reactions. Through the experiment, our female test subjects demonstrated instant neuro reactions towards men using AXE. Experiment was made into a LIVE digital streaming show on Japan’s top digital broadcasting site. On the show, guys challenged to impress girls, who with their cutting-edge neuro sensor, judged them based on their impression. AXE fragrance body spray was used as a booster to improve guys’ impression on girls. AXE facebook page was used as a platform to spread. Transit AD was used to educate targets by showing the results of fragrance research on those who are the experts of judging people by their impressions. E.g. 100 Receptionists (meet and judge hundreds of businessmen) 100 HR people from companies (interview and judge new recruits)
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.