Title | HAIR-STYLE CHANGE ROOM |
Brand | UNILEVER JAPAN |
Product / Service | AXE BLACK |
Category | E03. Innovative Use of Technology |
Entrant | ASATSU-DK Tokyo, JAPAN |
Idea Creation | ASATSU-DK Tokyo, JAPAN |
Media | ASATSU-DK Tokyo, JAPAN |
PR | ASATSU-DK Tokyo, JAPAN |
Production | ASATSU-DK Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Hiroko Uchigaki | ADK | Account Director |
Hiroaki Saito | ADK | Account Director |
Shota Shindo | ADK | Account Executive |
Jumpei Yoshida | ADK | Planner |
Shunsuke Kashima | ADK | Assistant Planner |
Yosuke Otsubo | ADK | Account Executive |
Kunihiro Kato | ADK | Account Executive |
Hiroshi Yoshida | ADK | Account Executive |
AXE rolled out a promotional campaign that ended up being an elaborate setup. An original fashion brand was launched in collaboration with a designer that’s hugely popular among targets. Then, a physical store of the brand was opened, rigged with a few gimmicks. First, the front door to the store only opened via scanned data of the customers’ faces. Then, when customers were about to leave the store, they were met with a huge surprise; a digital version of themselves wearing the brand’s clothes, with a snazzy new hairstyle styled with AXE products, all made with real-time computer graphics.
Two weeks before the release of AXE HAIR, people began talking about the launch of a new fashion brand by a famous designer. A physical store of the new brand opened on the same day that AXE HAIR products launched. Unassuming consumers who came to the store to check out the fashion brand were unexpectedly subjected to a deep, surprising experience. Through this, we were able to prompt them to voluntarily spread the word about their astonishing experience via SNS, thus spreading news about the campaign itself.