Axe Effect: "AXE DREAM TEAM" Outdoor Advert by Rapp Collins Moscow

Advertising Agency: RAPP COLLINS MOSCOW, RUSSIA
Advertising Agency: RAPP COLLINS MOSCOW, RUSSIA

Name Company Position
Valentina Kulbitskaya Rapp Collins Moscow Account Manager
Tatyana Pavlova Rapp Collins Moscow Group Account Director
Maxim Kolyshev Rapp Collins Moscow Creative Director
Anna Bubnova Rapp Collins Moscow Creative Group Head
Nina Reznik Rapp Collins Moscow Copywriter
Stas Gusev Rapp Collins Moscow Production Director
Elena Gorohova Rapp Collins Moscow Producer
Elena Kuzakova Rapp Collins Moscow Strategic Group Head
Trisha Fairless Rapp Collins Moscow Strategic Planning Director

Type of Media Date of 1st Implementation Media Placement
Outdoor Advertising: City Format 27 August 2007 Moscow,St.-Petersburg,Ekaterinburg,Nizhni Novgorod,Rostov-On-Don,Samara, Novosib
The Underground 27 August 2007 Moscow
Internet 27 August 2007 Www.youtube.com,www.rutube.ru, Www.loadup.ru, Www.zacepi.tv,Neitron.axeefect.ru
TV Campaign - 1 Spot 10 September 2007 On All Russian National Channels And On Music Channels MTV And MUZ TV
Press 11 September 2007 Magazines: Men's Health, Huligan, Molotok
Universities And Colleges 08 October 2007 Moscow,St.-Petersburg,Ekaterinburg,Nizhni Novgorod,Rostov-On-Don,Samara, Novosib

Describe the objective of the promotion.
Support of new deodorant's 150ml pack.
Gain in sample and permanent sales.
Popularisation of AXE-effect.
Consolidating the knowledge of AXE as a body spray.
Creation of stable and positive AXE-aroma image
Primary communication: New AXE - more AXE-effect!
Descriptive adjectives of the brand: elaborated formula and innovations in pack.

Describe how the promotion developed from concept to implementation.
Teaser. Who else will be caught?
Girls are leaving their usual places and are going away in unknown directions, into the sunset.
What is hitching them up and taking away?
Reveal. AXE-effect. Hitchs up in half-turn.
The reason for the girls strange behaviour is revealed. The AXE deodorant is hypnotising them.
Involve. Hitch up team AXE, feel hot, relax!
Buy AXE, feel its effect on girls, play on-line game and get assured prizes.
The main prize - AXE team come to your apartment. They will wash and iron. Turn cleaning into pure pleasure.

Explain why the method of promotion was most relevant to the product or service.
The method of promotion was most relevant because it was based on considering key features of the target audience and on that basis to construct the communications 360 which allows them to keep the consumer in dialogue with the brand during the action:
a. The insights of the target audience - desires and dreams
b. To choose the most effective channels of communication and to use them so that the involvment of the audience in the communications was maximal.
c. To tell history and to allow participation in it
For the consumer, and especially our target audience, this method of communication is the most vibrant, memorable and unique experience. It effectively works on loyalty to the brand, involving promo. The indirect effect of such action is that the participants become the living additional media channel. They tell their friends about the brand and the action attracts more participants.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Results:
Number of qualitative contacts – 640,000 people.
Spray sales volume increased by 90% in 2007.
Contribution of activation to sale growth – 30%.