WAKE UP & STAY ALERT by BBH New York for Axe

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WAKE UP & STAY ALERT

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market United States
Agency BBH New York
Director Filip Tellander Producer
Executive Creative Director Pelle Sjoenell, Calle Sjoenell
Producer Laura Ferguson, Sophie Smirnakos, Johan Lundh
Head of Broadcast Lisa Setten
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: UNILEVER
Product/Service: AXE RISE SHOWER GEL
Agency: BBH
Date of First Appearance: Mar 7 2010 12:00AM
Entrant Company: BBH, New York, USA
Entry URL: http://bbhgraze.com/awards/cannes_10/axe/axerise_campaign/
Chief Creative Officer: Kevin Roddy (BBH NY)
Executive Creative Director: Pelle Sjoenell (BBH NY)
Executive Creative Director: Calle Sjoenell (BBH NY)
Art Director/Copywriter: Masa Kawamura (BBH NY)
Copywriter/Art Director: Hal Kirkland (BBH NY)
Head of Broadcast: Lisa Setten (BBH NY)
Producer: Laura Ferguson (BBH NY)
Business Affairs: Julia Clark (BBH NY)
Account Director: Armando Turco (BBH NY)
Account Manager: Shane Chastang (BBH NY)
Director: Filip Tellander (B-Reel Films)
Director of Photography/Editor: Fredrik Backar (B-Reel Films)
Executive Producer: Martin Ronstrom (B-Reel Films)
Line Producer: Anna Jonsson (B-Reel Films)
Line Producer: Rikard Astrom (B-Reel Films)
Online Editor: Kalle Lundberg/Peter Wendin (Riviera)
Producer: Sophie Smirnakos/Johan Lundh (Riviera)
Audio Engineer: Fredrik Olsson (Redpipe)
Audio Engineer: Johan Isaksson (Riviera)
Audio Engineer: Rob Fielack (Nutmeg Audio)
Media placement: Television Commercial - MTV - 08 March 2010
Media placement: Standard Digital Banners - Hulu.com - 01 April 2010
Media placement: Rich Media Banners - Spike.com - 01 April 2010
Media placement: Out Of Home - Oxford Circus, London - 10 May 2010
Media placement: Interactive Film - Axerise.com - 07 March 2010

Results and Effectiveness
Axe was able to find a way to engage guys and successfully carve out a place for Axe Rise on an otherwise crowded shelf. This campaign has recently launched so more results will be sent at a later date when they become available.

Creative Execution
We designed a first-person campaign that directly tested guys’ ability to pay attention, making them feel the need for Axe Rise first-hand. Through first-person point-of-view TV spots, we made the otherwise passive medium of television more interactive by ending the commercial with a question about what they just saw. We created a realistic interactive film experience that took place in an everyday morning scenario. The three challenging levels tested guys’ alertness to the details that could lead to hook-up opportunities. Digital banners used provocative headlines to bring our interactive game experience to the consumer in places we knew they were already frequenting online. The radio show took the form of a call-in show that brought guys and girls together to quiz guys on their attention to the details in a fun way. Structuring the campaign around alertness tests reinforced the need for Axe Rise in an inventive and engaging way.

Insights, Strategy & the Idea
In 2010, Axe was planning to launch its newest shower gel called Axe Rise and needed a global campaign that could communicate what made this product different to our 18-24 year-old male target. The bright yellow colour and fresh citrus scent were designed to position Rise as the shower gel made for the morning. The challenge in this case was how to link the mating game, the territory Axe is known for, to the morning. However, we stumbled on an insight that rang true with all the guys we spoke to: The Game Never Stops. The problem is guys often don’t catch the subtle details that may lead to hook up opportunities, especially in the morning when their minds are on snooze. Hence was born our idea and a new role for Axe. We’re here to wake guys up and keep them alert to all the important details.