Axe Promo, Case study LAS VEGAS IN BANGKOK by Lowe Bangkok

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Industry Deodorants
Media Promo & PR, Case study
Market Thailand
Agency Lowe Bangkok
Creative Director Pornchai Sanchaichana
Art Director Wutikai Chaika
Copywriter Wesley Hsu, Gumchai Lertphuttiphinyo
Account Supervisor Chutima Kijmongkoltham
Digital Creative Director Thotsporn Khunsilp
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Product/Service: AXE DEODORANT
Agency: LOWE
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Dominic Stallard (Lowe Bangkok)
Chief Creative Officer: Clinton Manson (Lowe Bangkok)
General Manager: Chaowapark Srikasem (Lowe Bangkok)
Creative Director: Pornchai Sanchaichana (Lowe Bangkok)
Copywriter: Gumchai Lertphuttiphinyo (Lowe Bangkok)
Copywriter: Wesley Hsu (Lowe Bangkok)
Art Director: Wutikai Chaika (Lowe Bangkok)
Account Supervisor: Chutima Kijmongkoltham (Lowe Bangkok)
Account Manager: Natthathita Patcharamaneekul (Lowe Bangkok)
Agency Producer: Sittichai Sukanta (Lowe Bangkok)
Agency Producer: Maneekan Hongsing (Lowe Bangkok)
Digital Creative Director: Thotsporn Khunsilp (Lowe Bangkok)
Senior Web Designer: Thiti Thianprued (Lowe Bangkok)
Technical Specialist: Pamorn Trivorrarat (Lowe Bangkok)
Flash Technical Specialist: Todsaporn Banjerdkit (Lowe Bangkok)
Digital Strategic Planning Director: Elizabeth Man (Lowe Bangkok)
Digital Account Director: Maleerat Chandrema (Lowe Bangkok)
Media placement: Ambient Media - Movie Theaters, BKK/Route66 Bar, BKK - 11 Jan 2010

Results and Effectiveness
Of the 18,000 men visiting our restroom and casinos daily, 80% of them visited our website. 190,000 unique visitors attracted in 4 weeks. AXE was sold out within 2 months. These successful results have led to a widespread use of restroom media as a viable and profitable channel amongst marketers and agencies.

Creative Execution
We created a promotion that made it impossible for men not to want to enter: Win a week break with FHM girls to Las Vegas. To give the promotion a brand resonant and subversive edge no traditional media channels were used. Instead, with gambling icons, lights, DJs, and AXE sampling, we converted men’s restrooms in pubs, clubs and cinema theatres into gambling dens. All men use restrooms in these venues to groom themselves for a better chance with the ladies (or their date) and we were there to remind them that seduction isn’t a gamble with AXE. Lady Luck and all her sexiest girlfriends handed out cards to all the guys leaving the ‘casino’, announcing the promotion, and a web address where they could enter.

Insights, Strategy & the Idea
Increase awareness and generate sales of AXE with a trial based promotion that reflects the brand values of seduction.