Axe Promo, Case study INSTINCT MAGAZINES by Initiative

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Industry Deodorants
Media Promo & PR, Case study
Market Colombia
Agency Initiative
Released March 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: UNILEVER
Product/Service: AXE DEODORANT
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: INITIATIVE, Bogota, COLOMBIA
Category Strategy Manager ANCAM: Juan Carlos Zorro (Initiative)
Senior Planner: Daniel Landinez (Initiative)
Brand Manager: Doménico Barbato (Unilever)
Media placement: Magazine - Playboy Magazine - 02/03/2009
Media placement: Magazine - SOHO Magazine - 04/03/2009
Media placement: Magazine - Don Juan Magazine - 04/03/2009

Results and Effectiveness
Axe Instinct increased its value share for the brand by 10%. Brand awareness grew from 63.08% to 69.45% (Source: RAC) Purchase intention passed from 10.68% to 15.26% (Source: RAC) We distributed 100,000 samples of deodorant in these magazines to generate the proof we needed; making these AXE variety in the men's deodorant which got more trial in 2009 accomplishing 200% more trial than any other variety launched in the market.

Creative Execution
The key was to bring “the power of leather” to media. We had to generate test, impact and talkability; explore men´s senses with our piece, so our consumers could see us, touch us and smell the new fragrance. Leather became our best way to activate. We challenged each magazine to inject an intense, physical sensation into their pages: the sensation of leather. We created a sense explosion where our consumers could touch, smell and see our product, using: 1. A real leather jacket on the cover, which unzipped to reveal the stunning model caressing our product. 2. Innovative fluid-sealing technology which the consumer used to sensuously “undress” both the product and the model 3. An AXE sponsored photo session, in which leather became an item that appeared dramatically and elegantly in every sexy photo inside the magazine.

Insights, Strategy & the Idea
Our challenge: Use leather’s potent charms in the arts of seduction, to pump up sales of the new leather-inspired fragrance INSTINCT, by AXE. Other brands focus on protection and security, but this doesn’t impress AXE’s target market. Our young, flirtatious, intense, risky, confident, irreverent and self-centred consumers are not only interested in being safe or secure –they also want to unlock their power of seduction. The brand has become their ally in this quest. The sensual aroma of AXE INSTINCT was suggestively linked to all the sensuous power of leather and the strategy was to create interactivity between the three sexiest, trendiest and most cutting-edge magazines and our consumers.