CLEANS YOUR BALLS PRESS CONFERENCE by BBH New York for Axe

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CLEANS YOUR BALLS PRESS CONFERENCE

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Industry Deodorants
Media Promo & PR, Case study
Market United States
Agency BBH New York
Director Simon Cole
Executive Creative Director Pelle Sjoenell, Calle Sjoenell
Creative Director Jon Randazzo
Copywriter Jordan Kramer, Jeff Johnson, Nick Kaplan
Producer Chad Utsch
Head of Broadcast Lisa Setten
Editor Robert Ryang
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: UNILEVER
Product/Service: AXE DETAILER
Agency: BBH
Date of First Appearance: Oct 29 2010
Entrant Company: BBH, New York, USA
Entry URL: http://bbhgraze.com/awards/axe_10/axeclean_balls
Executive Creative Director: Pelle Sjoenell (BBH New York)
Executive Creative Director: Calle Sjoenell (BBH New York)
Creative Director: Jon Randazzo (BBH New York)
Copywriter: Nick Kaplan (BBH New York)
Copywriter: Jordan Kramer (BBH New York)
Copywriter: Jeff Johnson (BBH New York)
Producer: Chad Utsch (BBH New York)
Director: Simon Cole (H.S.I.)
Executive Producer: Michael McQuhae (H.S.I.)
Editor: Robert Ryang (PS260)
Audio Engineer: Rob Fielack (Plush NYC)
Account Manager: Shane Chastang (BBH New York)
Account Director: Armando Turco (BBH New York)
Head of Broadcast: Lisa Setten (BBH New York)
Media placement: Online Film “Press conference” - Comedycentral.com/ Youtube - 10.29.10

Insights, Strategy & the Idea
The Axe Detailer was created to convert 14-24 yo male bar soap users to shower gel. It had a successful launch in 2008, but some guys still hadn’t tried it. To create more awareness, we had to let guys know that Axe Shower Gel and the Axe Detailer will give them the ultimate clean. But in order to break through we needed to tell them in a way that was just as edgy and funny as the content they consume and pass along to their friends online. So, in the beginning of 2010 we released an online film that told guys the Axe Detailer, “Cleans your balls.”

The film was a success and we needed to keep the dialog going in order to continue to push conversion from bar soap to shower gel.

Creative Execution
Even though the online film got a positive response, there was an occasional negative comment referring to the numerous sports equipment double entendres in the film. Already looking for ways to keep the dialog going, we took this as an opportunity to respond. As a result, we created a mock press conference to address these concerns in a humorous way.

To launch the press conference film, we placed it in an environment where we knew people would appreciate the mock news style. We sponsored the Jon Stewart and Stephen Colbert Rally online and used the sponsorship to drive to our film. We then seeded the film with bloggers and placed it on other video viewing sites that we knew our target frequented.

Results and Effectiveness
The contextual placement during the Comedy Central Rally proved to be a perfect place to launch the Press Conference film. Immediately following the Rally we received a spike of over 150,000 views that set us off to achieving over 2 million views in the weeks to follow.

Additionally, Detailer sales increased by 17 % vs the previous year for the last four months of 2010. Also, guys 11-24 reported using more shower gel ( 56% 2H 2010 vs 49% 2H 2009) and less bar soap (47.6% 2010 vs 52% 2009) versus the previous year.