Axe Promo, Case study AXE ANARCHY USING SHAZAM by Mindshare Brussels

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AXE ANARCHY USING SHAZAM

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market Belgium
Agency Mindshare Brussels
Released February 2013

Credits & Description

Advertiser: UNILEVER
Agency: MINDSHARE
Category: Best Use of Mobile Devices
Business Planning Manager: Els Thielemans (Mindshare)
BU Director: Erika Vanobbergen (Mindshare)
Client Manager: Bert Callens (Mindshare)
Partner Digital: Jean-Michel Depasse (Mindshare)
TV Manager: Pieter Berger (Mindshare)

Strategy
JobToBeDone: Get young guys using Axe Bodyspray by convincing them that Axe is the coolest and most sexy deodorant.Marketing Objective: Become number 1 male deo variant.Campaign: Launch Axe Anarchy. For him & for her.Communication Objectives: •Generate awareness and excitement around Axe Anarchy.•Generate brand cool.Target: Guys making the transition from boyhood to manhood. Challenge: appear fresh and interesting to a new generation of guys each year. Insights on target:•6/10 agrees that advertising determines what is cool and what’s not. Being original (23%) and linking to popular items (22%) are important drivers. •Love and give plenty of attention to entertaining media.•Are true social networkers. •Intensive 2nd screen users.•>50% has a smartphone and most of them watch television on a daily basis. •SHAZAM is their favourite app.Idea: Using mobile to build a bridge between TV and online whilst injecting excitement and extra coolness.

Execution
Axe is known for its innovation and creativity within online and televised advertising, two very complementary media. A true innovation in media helped building the connection between them. Consumer Journey:•DISCOVERTwo high exposure TV waves and an online & social media presence outline the Axe Anarchy story. •INVOLVEThe real involvement, however, is created using the highly exposed TV ads in an intelligent way. Belgium pioneered in using SHAZAM to build a bridge between the power of TV and the advantages of online engagement. •ACT During the commercial a SHAZAM-logo appears on the screen, the boys tag the audio and land on a mobile Axe-environment where various content can be consumed: behind the scenes of the commercial, a contest with cool prices, the Axe YouTube Channel and the Axe Facebook page.•SHAREFrom within the SHAZAM environment everything can be shared via Facebook or Twitter.

Effectiveness
A bold idea originally intended to add a cool aspect to a TV commercial, turned out to be a major success in creating engagement and interaction. The first campaign successfully linking the mass power of TV with the advantages of online.•Best SHAZAM-results WORLDWIDE compared to media budget (>40.000 SHAZAM-tags)•Facebook community: +40% fans •9 (!) times more contest participations versus the Axe benchmark •Huge increase on ‘cool & trendy’ brand attributes (59%>67%)•Most successful AXE new variant of all time•A media first in continental Europe !This campaign will change the roll of TV in the future.