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Industry Hygiene & Personal Care Products, Soaps
Media Direct marketing
Market Japan
Agency ADK Asatsu-DK Tokyo
Art Director Naoki Morikami
Copywriter Yusuke Shimazu
Designer Satoru Ochiai
Released November 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: UNILEVER
Product/Service: AXE BODY SOAP
Date of First Appearance: Nov 16 2010
Entrant Company: ASATSU-DK, Tokyo, JAPAN
Entry URL:
Planner: Syunsuke Kaga (Free)
Public Relations Director: Kazuko Arai (Asatsu-DK)
Printing Director: Osamu Negishi (Asatsu-DK)
Account Director: Shintaro Shimizu (Asatsu-DK)
Senior Account Executive: Hiroaki Saito (Asatsu-DK)
Account Executive: Daisuke Ishikawa (Asatsu-DK)
Chief Producer: Eiichiro Oshiro (Dream Design)
Copywriter: Yusuke Shimazu (Dream Design)
Art Director: Naoki Morikami (Dream Design)
Designer: Satoru Ochiai (Dream Design)
Web Designer: Megumi Kasuga (Bascule)
Planner: Satoshi Shinjin (Catchball)
Public Relations Consultant: Taeko Yoshimoto (ANTIL)
Event Director: Yuta Ichikawa (ZYX International)
Product Manager: Yoshihiro Matsushita (Wayo)
Casting Coordinator: Hiroyuki Nakamura (Bepop)
Printing Manager: Mitsutaka Shiraga (Japan Capusular Products)
Media placement: PR event - TV Tokyo, Yahoo, Mixi Etc.. - 16 November 2010
Media placement: TV Program - Sapporo, Nagoya, Fukuoka.. - 16 November 2010
Media placement: Web Banner - Gigazine, Raba-Q Etc... - 16 November 2010
Media placement: Sampling - Shibuya, Shinjuke, Osaka Etc.. - 18 November 2010
Media placement: Open Campaign - Shibuya, Shinjuke, Osaka Etc.. - 18 November 2010

Describe the brief/objective of the direct campaign.
To have as many users try the samples as possible in order to reactivate sales.
It had been proven that once sampled, their purchase intention would soar.
Our aim was to create a mechanism that would have impact in the targets’ minds while also driving them to the “sample occasion” so that samples would actually be used rather than simply offered into their hands.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to deliver users to the bath, “shower lotto” was developed in which the lotto outcome was revealed by soaking it in the tub. The special prize was every man’s dream, “rights to bathe with a bikini model.” This brought the impact of the lotto to a new level and created enormous buzz through PR exposure in mass/online media.
Following this was a sampling campaign, in which the lotto and sample were distributed as one set in locations across Japan. During the campaign, there was drama in every bath where the Japanese male targets brought their sample and lotto.

Explain why the creative execution was relevant to the product or service.
AXE Body Soap is…
・A product that was developed to deliver a fun bath time to male targets who feel that bathing is boring.
・Thanks to the superior product power, targets who use the product once exhibit a high score in repeated purchase intent.
This campaign offered a special prize that would turn man’s dream into reality, and the “shower lotto” which revealed its outcome in a bath, succeeded in making bath time a more exciting experience. Furthermore, the campaign contributed immensely to the targets bringing samples which are often forgotten inside bags to the bath together with the lotto.

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.
This unprecedented event created enormous buzz socially and among users.
○ Long lines formed across Japan and the 300,000 sets were gone immediately.
○ The campaign was featured by more than 100 media including TV and newspapers.
In addition, post-sampling surveys revealed:
○ Sample usage rate increased from 50% → 82%
○ It was a memorable campaign: YES 94%!
○ Campaign led to product purchase intent: YES 91%!
Immediately after the campaign, AXE BODY SOAP market share rose from 52% → 61%!
and sales of core AXE Body Soap products also grew dramatically by 42%!