CASINO by Ponce Buenos Aires for Axe

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CASINO

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Industry Deodorants
Media Promo & PR
Market Argentina
Agency Ponce Buenos Aires
Executive Creative Director Raul Pineda, Walter Aregger, Hernan Ibarra Puentes
Art Director Sebastian Graccioli
Copywriter Juan Cruz Vassallo
Released June 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: UNILEVER
Product/Service: DEODORANT
Agency: ponce buenos aires
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: ponce buenos aires, ARGENTINA
Chief Creative Officer: Hernan Ponce (Ponce Buenos Aires)
Executive Creative Director: Hernan Ibarra (Ponce Buenos Aires)
Executive Creative Director: Walter Aregger (Ponce Buenos Aires)
Client Services Director: Vanina Rudaeff (Ponce Buenos Aires)
Integrated Communications Director: Hernan Zamora (Ponce Buenos Aires)
Integrated Creative Director: Mariano Jeger (Ponce Buenos Aires)
Digital Director: Lucas Worcel (Ponce Buenos Aires)
Art Director: Sebastian Graccioli (Ponce Buenos Aires)
Copywriter: Juan Cruz Vassallo (Ponce Buenos Aires)
Account Director: Nestor Ferreyro (Ponce Buenos Aires)
Audiovisual Production Director: Roberto Carsillo (Ponce Buenos Aires)
Account Team: Maximiliano Porreca / Agustina Ferro / Francisco Odriozola (Ponce Buenos Aires)
Client Responsible: Tomas Marcenaro / Jorgelina Racciatti / Juan Katz / Ignacio Dantas (Unilever)
Illustration: Estilo 3d (Estilo 3d)
Production Company: Rebolucion (Rebolucion)
Digital Production: Cero Negativo (Cero Negativo)
Film Director: Luciano Urbani (Rebolucion)
Media placement: TV - America, 9, Telefe, 13 - 18 May 2009
Media placement: Cable - Fox, FX, The Film Zone - 18 May 2009
Media placement: Magazines - Playboy, Rolling Stone, Gabo - June
Media placement: Radio - Rock & Pop, Metro, La Red, Mitre - 13 May 2009
Media placement: Internet - Www.ole.com.ar, Www.msn.com.ar - 26 May 2009
Media placement: Outdoors - Backlights, Bus Stops - 26 May 2009

Describe the objective of the promotion.
In 2009 sales had slowed down given the world economic crisis. That is why we had to think of something that would allow us to increase sales without losing sight of the promise of seduction that is always present in a brand such as Axe. To us, this stood as a great challenge: how to carry out a promo to lead guys to buy more Axe, without damaging our image?

Describe how the promotion developed from concept to implementation
What did we do? We associated the promise of seduction, with one of the most exclusive and elegant worlds. That is how Axe Casino was born. To communicate it, we made a TVC inviting guys to participate for a trip to Las Vegas with friends. We developed a virtual casino which was opened 24hs a day. There, a beautiful croupier welcomed them and taught them how to play. By entering the pack code, guys were already participating for the trip to Las Vegas, as well as 36 other prizes. These were on the table, guys just had to play.

Describe the success of the promotion with both client and consumer including some quantifiable results
We placed our bets on the Axe Casino and came out winners. The action was a success in terms of both sales and share. Our objective was to not lose market share and remain at 21%. However, Axe Casino not only reached that objective but also gave us an increment of 1.1% market share, reaching 22.1% while it was in effect. The site received 145 thousand visits, increasing by almost 3 thousand % the amount of visits normally received in the Axe site.

Explain why the method of promotion was most relevant to the product or service
The most relevant method of the promo was that by only entering the pack code, guys could already begin to live the experience of playing in a real casino in which fun, seduction and luck are always the protagonists. Each Axe pack was worth three chips. The decision was a tough one: they could bet the 3 chips at once to win the trip to Vegas with 2 friends or play three different numbers and hope to win one of the other 36 prizes.