AXE MUSIC STAR by Ponce Buenos Aires for Axe

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AXE MUSIC STAR

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Industry Hygiene & Personal Care Products
Media Direct marketing
Market Argentina
Agency Ponce Buenos Aires
Executive Creative Director Raul Pineda, Walter Aregger, Hernan Ibarra Puentes
Released July 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: UNILEVER
Product/Service: AXE
Agency: ponce buenos aires
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: ponce buenos aires, ARGENTINA
Entry URL: http://www.espacio-cero.com.ar/axemusicstar/bestMusic.htm
Chief Creative Officer: Hernan Ponce (ponce buenos aires)
Executive Creative Director: Hernan Ibarra (ponce buenos aires)
Executive Creative Director: Walter Aregger (ponce buenos aires)
Client Services Director: Vanina Rudaeff (ponce buenos aires)
Integrated Communications Director: Hernan Zamora (ponce buenos aires)
Integrated Creative Director: Mariano Jeger (ponce buenos aires)
Integrated Copywriter: Sebastian Tarazaga (ponce buenos aires)
Integrated Art Director: Daniel Minaker (ponce buenos aires)
Account Director: Nestor Ferreyro (ponce buenos aires)
Account Team: Maximiliano Porreca/Ezequiel Tudury/Francisco Odriozola (ponce buenos aires)
Digital Director: Lucas Worcel (ponce buenos aires)
Client Responsible: Pablo Gazzera/Tomas Marcenaro/Jeronimo Cadenas/Denise Aranovich/Juan Katz (Unilever)
Digital Production: Cero Negativo (Cero Negativo)
Multimedia Production: Fuhrmann Group (Fuhramann Group)
Media placement: TV - America, 9, Telefe, 13 - 20 July 2009
Media placement: Cable - Fox, FX, The Film Zone - 20 July 2009
Media placement: Magazines - Playboy, La Mano, Revista Hombre - October 2009
Media placement: Radio - Mega, 40 Principales, La 100 - 20 July 2009
Media placement: Internet - Www.rollingstone.com.ar, Www.msn.com.ar, Taringa, Facebook - 01 September 2009
Media placement: VP - Backlights, Bus Stops - August 2009
Media placement: Gruopies Night Event - Roxy - 08 October 2009
Media placement: Limos In Streets - Palermo - 25 September 2009

Describe the brief/objective of the direct campaign.
We had to create a new fragrance that links music with seduction, to provide boys a way to fight against musicians´ power. The challenge was not only based on creating a new fragrance, but also giving the consumer the opportunity to interact with the brand in a new and innovative way. The core Axe target, guys between 18-25, are very familiar with the brand, and many may have used it in the past. But this campaign actually saught to engage new customers (whether they had lapsed or first time) in order to increase our market share. We aimed to do this by using the new, innovative technology to increase their seduction powers and abilities to win back groupies

Explain why the creative execution was relevant to the product or service.
In the first place, a deodorant had never been an interactive musical instrument before. Second, the brand got the attention of new purchasers because of the technology and the innovation of the augmented reality of the game. All this without leaving aside what was more important: developing a new technique to seduce girls, playing an Axe pack and at the same time, creating music. The campaign strength was focused on the pack’s innovation. It had never been done an interactive musical pack before, in which guys could play a game and win lots of groupies. The campaign's originality was that the users change the classic one minute tv commercial to the 10 minutes unique brand experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution centered on the idea of enabling guys to recover the women that musicians had stolen from them. The heart of campaign was the pack itself. Each one worked like a musical instrument (either drums or guitar) and every time a guy bought a pack and downlaoded the game, he could use his unique packcode to play music and get back those groupies. The better he played, the more groupies he won. Once we created the concept: Get back what musicians have taken away from you, we developed the first deodorant-joystick by putting interactive codes on the pack. To generate awareness, we created a game where guys competed to win groupies, and also a fully integrated campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Response: - 400.000 visits to the Axe Musicstar website. - 40.000 visits to Groupie website. 86,000 downloaded the game (via website or facebook). -CTR: 2.3% -Ave. Dwell time 2.43minutes ROI 1.23 million incremental cans sold over the course of the 4 month campaign Cans sold at approx. 1.5Euros per can Amount spend on marketing approx: 650,000 euros ROI for the campaign: 2.8