AXE MUSIC STAR - DTH GAMING by OMD Mumbai for Axe

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AXE MUSIC STAR - DTH GAMING

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Industry Deodorants
Media Promo & PR, Case study
Market India
Agency OMD Mumbai
Released September 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: HINDUSTAN UNILEVER
Product/Service: DEODORANT
Date of First Appearance: Sep 1 2010
Entrant Company: OMD INDIA, Mumbai , INDIA
Senior Brand Manager: Nippun Aneja (Hindustan Unilever)
Vice President of Digital & Emerging Media: Biraja Swain (OMG India)
Business Director of Digital & Mobility: Pankaj Parihar (OMG India)
Digital & Mobility Manager: Elton Dsouza (OMG India)
Chief Executive Officer New Business: Chirag Shah (UTV India Games)
General Manger Sales: Vishwanath Shetty (UTV India Games)
Media placement: Direct To Home (DTH) - Game - IGames, BIG DTH TV - 1 September 2010

Insights, Strategy & the Idea
Axe Deo is the largest selling deodorant brand in India. It enjoys a cutting edge, young imagery and has been at the forefront of cutting edge media usage. The brand stays relevant to the consumer through new variant launches, each one supported by campaigns relevant to the theme.

Axe Music Star was the latest variant launch, and the challenge was to drive a connection between the variant theme and the user.

Core task: To make the user feel like the real music star.

The core audience is young, male, age 15-25 years old, living in cities, and is flirtatious by nature - the opposite sex is always a big hook to get their attention.

The insight here is that girls are attracted to famous male music stars and idolise them.

Creative Execution
Marrying the key insight of the audience with the core DNA of Axe, we created the Axe Music Star Game on the Direct To Home (DTH) platform.

The game brought together music, girls and gaming - the 3 interests of young males.

The game was created specifically for the Direct To Home (DTH) platform - a new emerging entertainment platform in India which consumers are increasingly exploring for entertainment beyond television. It also gave us reach beyond the computer/internet base.

The uniqueness of the game was that it could be played using the DTH Remote Control.

The game was hosted on the iGame section on BIG DTH (with a subscriber base of 3.5 million), and promoted through inventory on BIG DTH as well as SMS shots to the subscriber database of Big DTH.

Results and Effectiveness
It combined the power of gaming and music to pull consumers, rather than just pushing the brand message to them.

The game achieved 1.5 million unique game plays, which is 40% of the total subscriber base of the platform it was mounted on. On average each person played the game 2.5 times, and the average time spent interacting was 4.5 minutes. This shows the repeat and retention power of the property, and its capacity to engage and entertain the audiences.

All of this was achieved at a cost of just USD 0.04 per user - a fantastic ROI.