The Campaign

In the Philippines, AXE needed to introduce its AXE Apollo fragrance and endear its brand to thousands of consumers, through unprecedented routes. Its strategy was to capitalize on a new insight—women’s uncontrollable attraction for brave, modern-day heroes. To translate this message effectively, AXE Philippines launched the AXE Apollo Space Academy (AASA), a historic search for the first Filipino astronaut and a milestone campaign that hinged on the Filipino’s sense of pride and heroism. AASA offered three Filipinos a once-in-a-lifetime experience to undergo astronaut training in Orlando, Florida, USA with one recruit eventually being chosen to represent the Philippines in space. To communicate the program’s historical significance, AXE embarked on a PR campaign that enlisted the support of news and lifestyle media in TV, print and online channels, credible local and international ambassadors, and a calendar of initiatives that successfully engaged consumers. Programmed events and stories generated more than 28,000 applications and more than half a million votes from its consumers, and drew the nation’s support for the campaign--from selecting the candidates, showing their Space Camp astronaut training, to graduation from the program and selection of the first Filipino astronaut. The ambitious program easily captured the nation’s attention, turning the campaign into a staple news item and making AXE Apollo the second most successful AXE variant, to date. Throughout its run, millions of Filipinos eagerly supported the campaign, captivated by the idea that the country’s dream of sending a Filipino to space would soon become a reality.

The Brief

Business objectives: • Make AXE Apollo one of the top 3 AXE variants in terms of sales and contribute at least 15% in total AXE sales during the campaign; and • Increase brand sales by at least 8% during the campaign. Communication objectives: • Create maximum awareness for AXE Apollo variant among 18-21 year-old males; • Perpetuate AXE perception as a cool and trendy brand among the aforementioned consumer target; and • Build maximum awareness for the campaign using tri-media (TV, print and online publicity) that would generate at least US$1.7 million worth of media values.

Results

To date, AXE Apollo has been the 2nd most successful AXE variant with 23% contribution to brand sales and weekly brand sales growing by 19%. Generated 643 story outings worth US$5.2 million in quad-media, achieving 301% of target media values. Campaign launch carried in front pages of 4 leading nationwide broadsheets with 1,145,704 million combined readership. Events were covered by country’s top 3 networks. Generated massive 28,020 applications and 576,302 votes. Philippines ranked 4th among countries with highest number of applications. Recognized for being top Asian country with most number of entries. 600,000 site visits and 1.5B digital impressions on Facebook, Twitter, Instagram and online podcasts. Year-long talkability in Facebook where AXE Apollo averages 22% on engagement scores (62M Facebook impressions, 10.5M Facebook actions equivalent to US$1.2M in media value), Twitter where it trended 6 times and in Youtube with over 2M video views. ROI on digital is 767%.

Execution

Challenging Filipinos to “leave a man, come back a hero”, AXE opened the search for the first Filipino astronaut with the AXE Apollo National Challenge where 28,000++ registrants battled through online voting and test, military-grade obstacle course, and “Last Man Standing” challenge for 2 spots in the AASA Philippine Team. Using TV, print and online channels, AXE encouraged consumers to vote for their favourite contestants. It launched the AXE Apollo Hyperdrive Promo, offering the winner the last spot in the team. AXE sustained online buzz through Facebook and saturated online channels with brand ambassadors’ tweets. It engaged media with updates on the Filipinos’ Space Camp performance. Send-off and welcome party videos and coverage of space camp training, graduation and announcement of the first Filipino astronaut were uploaded to Facebook, YouTube and other sites to further fuel engagement. Team Philippines interviews and guestings were arranged upon their return from space camp.

The Situation

After successfully introducing its fragrances through whimsical campaigns that portrayed its playful brand personality, AXE Philippines was set to launch AXE Apollo and needed to endear its brand to an even larger consumer group, through unprecedented routes. AXE capitalized on a new insight—women’s uncontrollable attraction for brave, modern-day heroes. To effectively translate this message, AXE Apollo was launched through the AASA, a campaign that would herald a landmark feat on a national and global scale, uniting the Philippines in a nationwide search for the ultimate shining symbol of heroism—the first Filipino astronaut ever to be sent to space.

The Strategy

AASA sought to propel the AXE Apollo fragrance and the history-making space program through credible avenues and high-impact media events. Getting the support of news and lifestyle media to spread awareness in print, TV and online was crucial. AXE also garnered the backing of world-famous astronaut Buzz Aldrin who expressed his belief in the Filipino talent and skill. AXE sustained positive buzz through social media with the help of influential ambassadors who engaged consumers in active conversation. This included creative executions and content on Facebook, Twitter and blogs that fuelled the dream of becoming an astronaut and generated a massive number of entries for AASA. Key messages included: - Infest popular culture: AXE champions Filipino pride by sending the first Filipino to space. - Mass fame: The AXE Apollo Space Academy gives consumers a chance to leave a man and come back a hero.