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Industry Hygiene & Personal Care Products
Media Direct marketing
Market Thailand
Agency Lowe Bangkok
Creative Director Porchai Sanchaichana
Art Director Wutikai Chaika
Copywriter Wesley Hsu, Gumchai Lertphuttiphinyo
Account Supervisor Chutima Kijmongkoltham
Digital Creative Director Thotsporn Khunsilp
Released January 2010

Credits & Description

Category: Traffic & Brand Building
Product/Service: AXE
Agency: LOWE
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Dominic Stallard (Lowe Bangkok)
Chief Creative Officer: Clinton Manson (Lowe Bangkok)
General Manager: Chaowapark Srikasem (Lowe Bangkok)
Creative Director: Porchai Sanchaichana (Lowe Bangkok)
Copywriter: Gumchai Lertphuttiphinyo (Lowe Bangkok)
Copywriter: Wesley Hsu (Lowe Bangkok)
Art Director: Wutikai Chaika (Lowe Bangkok)
Account Supervisor: Chutima Kijmongkoltham (Lowe Bangkok)
Account Manager: Natthathita Patcharamaneekul (Lowe Bangkok)
Agency Producer: Sitthichai Sukanta (Lowe Bangkok)
Agency Producer: Maneekan Hongsing (Lowe Bangkok)
Digital Creative Director: Thotsporn Khunsilp (Lowe Bangkok)
Senior Web Designer: Thiti Thianprued (Lowe Bangkok)
Technical Specialist: Pamorn Trivorrarat (Lowe Bangkok)
Flash Technical Specialist: Todsaporn Banjerdkit (Lowe Bangkok)
Digital Strategic Planning Director: Elizabeth Man (Lowe Bangkok)
Digital Account Director: Maleerat Chandrema (Lowe Bangkok)
Media placement: Ambient Media - Rout66 Bar, BKK/Movie Theaters, BKK - 11 Jan 2010
Media placement: Online Advertising - - 28 Jan 2010
Media placement: Special Event/Stunts - Rout66 Bar, BKK/Movie Theaters, BKK - 11 Jan 2010

Describe the brief/objective of the direct campaign.
To increase awareness and generate sales of AXE with a trial based promotion that reflects the brand values of seduction.

Explain why the creative execution was relevant to the product or service.
All men use restrooms in these venues to groom themselves for a better chance with the ladies (or their date) and we were there to remind them that seduction isn’t a gamble with AXE.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
AXE helps you get the girl, but we need to get to the guy first. We kicked off with an FHM partnership, and created a promotion where guys could win a week break with FHM girls to Las Vegas. To give the promotion an underground and subversive edge no traditional media channels were used. Instead, with gambling icons, lights, DJ’s, and AXE sampling, we converted men’s restrooms in pubs, clubs and cinema theaters into gambling dens. Ladies handed out cards to all the guys leaving the ‘casino’, announcing the promotion, and a web address where they could enter.

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.
Not only has brand awareness increased because 80% of the 18000 men visiting our restroom/casino’s daily (accounting for 190,000 Unique Visitors in 4 weeks), but AXE was SOLD out within 2 months at several large retail outlets. These successful results have led to a widespread use of restroom media as a viable and profitable channel amongst marketers and agencies. Aside from building the brand, other brands now imitate what we did (and how we did it).