Axe Promo, Case study GIRLS IN THE SHOWER by Initiative

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Industry Deodorants
Media Promo & PR, Case study
Market Chile
Agency Initiative
Released October 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: UNILEVER
Date of First Appearance: Oct 1 2010
Entrant Company: INITIATIVE, Santiago, CHILE
Account Director: Maricela Pastene (INITIATIVE)
Supervisor: Lidia Reyes (INITIATIVE)
Planner: Macarena Gonzalez (INITIATIVE)
Brand Manager: Jennifer Muller (UNILEVER)
Marketing Assistant: Alvaro Torres (UNILEVER)
Media placement: Outdoor - Baquedano Subway Station - Santiago Chile - 01 October 2010

Insights, Strategy & the Idea
In Chile AXE is #1 in Deodorants, but it needed to take advantage in the Antiperspirant field (where it had practically no participation). AXE FULL CONTROL should be considered an efficient alternative of protection when the consumer looks this benefit in the brand. Challenge: Diversify and strengthen the business Deodorant vs Antiperspirant and minimize the competitive risks.
We found the usual target of AXE, men between 15/18 years old, immature and insecure in the mating game, distancing themselves from AXE when they become adults and need protection, don’t want to be embarrassed in front of girls.
Under the insight of “early perspiration”, we used the idea that when guys see girls showering, they sweat immediately. Then put girls showering in front of them, but with an immediate solution for his perspiration: AXE FULL CONTROL. The brand thus get protection credentials, would increase its share in Antiperspirant without cannibalizing AXE Body Spray.

Creative Execution
After the insight of “early perspiration” and that seeing girls in the shower produces nerves and makes the target perspire, an interactive wall of more than 25 mt2 was installed in Baquedano Subway Station in Santiago, Chile. In that wall two beautiful girls were taking a shower, but the vapour in the shower covered the sight. Thanks to AXE Effect and its Antiperspirant Action, at the moment of moving in front of the image, the vapour was cleaned and the sensual girls could be seen. The action finished with the calling of AXE FULL CONTROL to avoid the “early perspiration”. This action was immersed in an integrated communication plan, which enhanced the core idea of “early perspiration”. We use branded content in the most successful TV programs (Open and Pay TV) and took advantage of PR in digital and print media for amplify the entire action.

Results and Effectiveness
The results were surprising. Since the launch in July and until the 10th October, AXE FULL CONTROL got a 26% of increase in sales in the Antiperspirant Segment and a 5% of SOM in the total of the category. The most shocking thing is that this gain is incremental to the total category, and not cannibalized sales of AXE Deodorant. Girls in the Shower impacted more than 1.6 million people in Baquedano Subway. AXE, until 1 year ago almost didn’t participate in the Antiperspirant segment, thanks to this project begins to gain a place to stay and achieved aim to keep consumers using the brand for longer. AXE made the competition sweat!
(Brand Health Check Results not yet available)