Axe Promo, Case study AXE BOAT by Global Events

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Industry Shows, Events & Festivals, Deodorants
Media Promo & PR, Case study
Market Spain
Agency Global Events
Producer Marta Garicano
Released July 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: UNILEVER
Product/Service: AXE
Date of First Appearance: Jul 14 2010
Entrant Company: GLOBAL EVENTS (SPAIN), Madrid, SPAIN
Creative Manager: Fermín Pérez (Global Events)
Executive Producer: Ana Grandía (Global Events)
Project Manager: María Pérez (Global Events)
Producer: Marta Garicano (Global Events)
Logistics Coordinator: Sofia Saldaña (Global Events)
Media placement: Street Marketing/ Boat Promotion - City Streets - 14 July 2010
Media placement: Special Event - Leisure Harbour - 14 July 2010

Insights, Strategy & the Idea
Unilever had been building AXE’s sexy image for years, something which had proven successful. When recession came, consumers made it clear it was still just a deodorant brand and cheaper options were preferred. In Spain in particular, were recession had struck hard, this fact was worrying. It was crucial their target audience, young males ranging from 18 to 28 year-olds, felt AXE was an actual way of life rather than a grooming product brand. AXE had to become something to desire, an aspirational concept. It was either that or lowering prices and staying unfaithful to their image.
The Spanish Mediterranean Coast, the preferred party-holiday spot for the target audience, would witness the coolest event: an exclusive night party inside a luxurious yacht filled with professional models, “AXE girls”. The actual goal was not just having people attend, but having people wish they had attended.

Creative Execution
The solution was placing AXE as a main player on the target audience’s favourite spot: wild night parties. During 2010’s summer, the six iconic “party holiday” cities of the Spanish Mediterranean Coast (Ibiza, Malaga, Barcelona, Majorca, Alicante and Valencia) received the “AXE Boat” a luxurious yacht that had been transformed into a top-notch floating discotheque. The days before the boat’s arrival, a commando of AXE girls looked for men worthy of attending the party, making it an exclusive one-night-only party. These girls, professional models, would also attend the event. Every morning, “AXE vans” visited the city’s beaches and saw how the girls decided which 250 young men would attend the party.
The event was wild, but it was more important having dozens of people at the leisure harbour trying to get an invitation and watching how the boat set sail with the 250 “worthy men”.

Results and Effectiveness
Not only was the boat’s arrival featured on dozens of leisure websites, but also on national news, even on a national broadcasting TV channel (Antena 3). However, the most important fact was that only 1500 people attended the parties (250 in each city, as that was the boat’s legal capacity) and on the social networks, Facebook and Twitter, more than 3000 people claimed they had been aboard. Talk about “an aspirational brand”. For all those people, and word-of-mouth, AXE had become something more than a grooming products brand. In 2011 we will visit more cities and have an AXE discotheque inland.