Results and Effectiveness

From a country that did not have any aspiration to become an astronaut in the end, 82000 registered to go to space, the highest registrations recorded amongst all countries that participated in the global campaign. In social media, Indonesians adopted the axe-stronaut as their identity online & talked about him massively. This resulted: • Earned media impressions was 8 times the paid media as the campaign saw 74% shareability • Search for axe surged to 10x times during the campaign period • TOM for Axe soared from 5% to 20% and market share increased by 40 bps

Creative Execution

We planned a series of guerilla appearances to make Axe-tronaut the coolest guy in town. First, while the country was glued watching the Indonesia vs. Netherlands football match, they witnessed something unusual, the Axe-tronaut with cheerleaders were cheering for the national team. All captured live on TV and discussed on Twitter, making it the trending topic for the day. Next, he became the cover of male magazines surrounded by the hottest girls. Then he made his way to clubs where the Axe-tronaut was the DJ for the night hanging with the girls and being the life of the party. We created FB event ads for the parties generating more buzz online. As they were following buzz on social media on their phones, we used mobile rich media ads as primary channel to drive registrations. Ads had the call to action inviting them to become the first Astronaut from Indonesia.

Insights, Strategy and the Idea

Axe Apollo, a new variant was launched on the back of a global campaign “Leave a Man, come back a hero” and was tied to an activation giving the common man an opportunity to go to space. But, Indonesian men did not dream of going into space. If we wanted to increase market share and have maximum participation, Axe needed to make the Axe Astronaut or Axe-tronaut the coolest guy in Indonesia by making him popular and iconic among young men in only 3 months.