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Industry Deodorants
Media Promo & PR, Case study
Market Netherlands
Director Inge Baars
Creative Director Arno Van Rossum
Released December 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: UNILEVER
Product/Service: AXE EXCITE
Date of First Appearance: Jan 1 2011
Entrant Company: MINDSHARE, Amsterdam, THE NETHERLANDS
Entry URL:
Lead Strategic Planner: Ilina Kuriashkina (Mindshare)
Digital Manager: Mark de Rijke (Mindshare)
Digital Executive: Lily Zhou (Mindshare)
Creative Director: Arno van Rossum (Media Republic (BAG))
Project Manager: Otto Barnaard (Media Republic (BAG))
Project Manager: Chris Herrebrugh (Media Republic (BAG)
Account Director: Sylvia van den Hurk (Ubiquity (BAG))
Account Manager: Ann Kestens (Ubiquity (BAG))
Project Manager: Robbert Vreeburgh (SisPR)
Director: Inge Baars (SisPR)
Managing Director: Doeke de Steur (Media Republic (BAG))
Media Manager: Philip Sijthoff (Unilever)
Brand Leader, Axe: Arjan Baars (Unilever)
Brand Manager, Axe: Klaas Sonck (Unilever)
Media placement: TV - International 60'' & 30'' Spots - MTV Network, Eredivisie, RTL4, SBS6, STER - 1 January 2011
Media placement: TV - Local 10'' Tag-On Promoting Heaven On Earth - MTV Network, Eredivisie, RTL4, SBS6, STER - 10 February 2011
Media placement: Outdoor - Bus Shelters; Mirror & Stall Advertisements In Men's Toilets At Restaurant, Bars - 10 January 2011
Media placement: Daily Free Newspapers - Print Ads + QR Code Call-To-Action - Partnership With Top Free Newspaper Sp!ts Newspaper; Distributed In Biggest Citi - 1 February 2011
Media placement: Cinema - International 60'' Spot - Jean-Mineur Cinemas, Films Aligning With Young Male Target - 16 January 2011
Media placement: Digital Media - Partnerships - YouTube, Hyves, Spotify, RTL, WebAds - 1 January 2011
Media placement: Search - Google, Bing - 1 January 2011

Insights, Strategy & the Idea

Business/Marketing Objective:
* Make new Axe Excite #1 in the Axe portfolio.

Communication Objective:
* Recruit new 12-18 males into the brand.
* Generate awareness of new Axe Excite scent. "So tempting, even angels will fall".
* Get guys to engage with the idea of fallen angels, a concept by international agency BBH London.
* Build on established equity of coolness & fragrance credentials.

Target Audience & Relationship with the brand:
* Young Dutch guys have increasingly fragmenting media consumption habits. It's more difficult than ever to penetrate the media clutter.
* Axe in danger of losing its coolness perception amongst the target group.

A strong international TV spot isn't enough. Axe must resonate with local Dutch male youth culture to earn their attention.

Align with media channels and partners that are most locally relevant & innovative in the eyes of the young guys.

Creative Execution
Together with Mindshare's recommendation that digital is THE key channel to reach young Dutch guys, Media Republic developed the Benelux digital platform Heaven On Earth. Three AXE fallen angels in a house for two weeks, viewable 24/7 live via webcams. Guys earn halos to unlock hidden cameras & interact with the angels on Twitter, Dutch social network Hyves, and Facebook.

Our channel approach was grounded in digital, supported by TV, print, OOH, and mobile.

*Secured a key partnership with YouTube as the hub for Heaven On Earth daily recaps, and used engaging mastheads with a direct live stream from the house - a first for EMEA.

*Partnered with music platform Spotify, recently launched in Holland, allowing guys to request songs to be played in the house.

* Hyves is still the reigning king in Holland for young guys. Thus partnered with Hyves as our main social platform & online traffic driver.

Results and Effectiveness
* 720.000+ total Dutch site visits in less than four weeks, far surpassing the set benchmark for previous campaigns of 200.000.

* 70% of all site traffic driven by paid media.

* Axe gained over 13.000 fans (starting with just 45) and over 5.000 likes & mentions across social network platforms Hyves, Facebook, Twitter & YouTube. In