Axe Case study APOLLO CAMPAIGN [video] by BBH London

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Industry Hygiene & Personal Care Products
Media Case study
Market United Kingdom
Agency BBH London
Executive Creative Director Nick Gill
Creative Director David Kolbusz, Dominic Goldman
Art Director Gary Mccreadie Bbh, Felipe Guimaraes Bbh, Diego Oliveira Bbh
Copywriter Caio Gianella Bbh, Wesley Hawes Bbh
Producer Chris Gregson, Richard Baki, Xander Amo Mediamonks
Account Supervisor Ngaio Pardon Bbh
Released May 2013


Cannes Lions 2013
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Gold
Promo and Activation Lions Use of Promo & Activation; Best New Product Launch/Re-Launch or Multi-Product Promotion Silver

Credits & Description

Type of entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: AXE
Product/Service: LYNX
Producer: Richard Baki (Media Monks)
Producer: Xander Amo (Media Monks)
Account Planner: Tim Jones (BBH)
Account Manager: Tom Murphy (BBH)
Account Manager: Lucy Scott (BBH)
Creative Tech: Gabor Szalatnyai (BBH)
Creative Tech: Alex Matthews (BBH)
Agency Producer: Charlie Dodds (BBH)
Agency Producer: Ryan Chong (BBH)
Agency Producer: Marion Thibaudot (BBH)
Agency Producer: Ruben Mercadal (BBH)
Agency Producer: Philip Stevens (BBH)
Agency Producer: Josh Tenser (BBH)
Art Director: Felipe Guimaraes (BBH)
Art Director: Gary McCreadie (BBH)
Copyywriter: Lambros Charalambous (BBH)
Copywriter: Wesley Hawes (BBH)
Creative Director: David Kolbusz (BBH)
Creative Director: Dominic Goldman (BBH)
Executive Creative Director: Nick Gill (BBH)
Digital Designer: Eric Chia (Addicitve Pixel)
Digital Designer: Vinny Olimpio (Addicitve Pixel)
Producer: Chris Gregson (Addicitve Pixel)
User Experience: Matt Bertocchi (BBH London)
Art Director: Diego Oliveira ()
Copywriter: Caio Gianella ()
Account Supervisor: Ngaio Pardon (BBH)
Describe the brief from the client
AXE is a personal care brand famous for giving guys an edge with girls. Each year it launches a new product (fragrance, packaging and communications campaign) designed to recruit more guys into the brand. For the brand to grow at the same pace, each new launch must as big, or bigger than the last.
The brief: Create a product concept and communications campaign that sold more than any other.
Promotion Development
We created 'AXE Apollo', a new range of products with an idea built in - the AXE Apollo Space Academy, a global competition to send 23 guys into space. For real. The launch featured a PR announcement with Buzz Aldrin, an epic advertising campaign, a digital hub and a global event - Space Camp - held in Florida to select the final cadets to go to space.
The AXE Apollo product launch had all the ingredients we needed to make this the biggest of all time, and it all started with a humble can of deodorant.
To date, over 600,000 people have entered the campaign, over 5 million votes have been cast and the hub site has received over 12 million unique hits. In it's first few months, AXE Apollo is our best seller in a number of major markets and the campaign still has about 20-30% of global media spend remaining.
Relevancy to Product/Service
With Axe Apollo, a product with Space at its heart, it was important to deliver an experience and a reward that could excite our target audience. What better to get teenage guys interested that a chance to become an astronaut. For real.