Axe DM MEN WITH BRAIDS by Circus Mexico

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Industry Deodorants
Media Direct marketing
Market Mexico
Agency Circus Mexico
Creative Director Facundo Romero
Art Director Alejandro Stea
Copywriter Javier De La Fuente
Released August 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: UNILEVER
Product/Service: DEODORANT
Agency: CIRCUS
Date of First Appearance: Aug 3 2010
Entrant Company: CIRCUS, Mexico City, MEXICO
Creative Director: Facundo Romero (Circus)
Art Director: Alejandro Stea (Circus)
Graphic Designer: Emiliano Garcia (Circus)
Copywriter: Javier de la Fuente (Circus)
Partner / Manager: Bruno Lambertini (Circus)
Brand Manager: Jessica del Piano (Unilever)
Media placement: Interactive And Digital - Internet - 1st June 2010
Media placement: Press - Rolling Stone Magazine - 1st August 2010
Media placement: Special Pack - PR And Public Leaders - 1st July 2010
Media placement: Ambient And Guerrilla - Mexico City Streets - 1st July 2010

Describe the brief/objective of the direct campaign.
Is there such a thing as friendship between a guy and a girl?

Sadly… yes.

This is why we created Axe Ex Friend fragrance, and its campaign, so girls can see their male friends as men. Because they perceive their male friends as girlfriends, their male friends have braids: "Men with braids"

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We have designed a special pack with braids on its lid.

Inside, people would find an AXE EX-FRIEND pack along with a pair of scissors to cut their braids off, to stop being a friend and finally become a man.

A bus with our website also toured the country generating interest’.

Explain why the creative execution was relevant to the product or service.
The braids became an icon of the campaign, showing how girls perceived boys (male friends). That’s why using this icon (and the inside pair of scissors) in a special pack edition was such a success, allowing the consumer to experience the sensation of "cutting the braids" and becoming a men, thru Axe Ex Friend new fragrance, in a way that the brand usually talks: with humour, closeness and girls.

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.
The online and viral campaign had more than 400,000 contacts in 3 months, increasing sales and establishing very good performance and connection with the target. The relationship built with the Esteban character, the "braids" in guerrilla and street actions, and the PR and awareness generated by the Special Pack sent to Opinion Leaders, TV and Radio Shows was amazing, generating buzz and improving the campaign results in an immeasurable way.