S T U D Y C A S E

CHARLOTTE GOUILLON / MANON SAUTETLÉA LESCOU / ALICE LE CORRE

• INTRODUCTION

• APOLLO AXE STRATEGY

• AXE BOAT CAMPAIGN

• OUR AXE CAMPAIGN

• JUSTIFICATION

S U M M A R Y

INTRODUCTION

1983 “ F I N D Y O U R M A G I C ”Axe’s launch in France

SEDUCTIVE

ADVENTUROUS

E P I C

D I S R U P T I V E

INTRODUCTION

WHAT COMMUNICATION ?

DYNAMIC ATTRACTIVEINNOVATIVE

T H E A P O L L O

A X E S T R A T E G Y

1.

THE APOLLO STRATEGY

ONE OF THE MOST FAMOUS CAMPAIGN BY AXE

360° UNIQUE EXPERIENCE

“LEAVE A MAN, COME BACK A HERO”

+ = ?RECRUIT

YOUNG PEOPLE

(13 > 20 YO)

BUILDCOOL BRAND

EQUITY

ANSWERTO THE INSIGHT

“GIRLS LOVE A HERO”

G I R L S L O V E H E R O E S

THE APOLLO STRATEGY

WIN AND GO TO SPACEBY AXE & REDBULL STRATOS

CELEBRATING AXE’S TH BIRTHDAY30

2 2 G U Y S C H A N G E D I N T O H E R O E S

> 9TH JAN.

THE APOLLO STRATEGY

JANUARY > AUGUST

5 TICKETS FOR TRAINING CAMP AXE APOLLO SPACE

axeapollo.com : CONTEST + VOTES

SUPERMARKET ANIMATION

HIDDEN IN MYSTERY PLACES

5 WINNERS JUDGED BUT ONLY ONE WILL BECOME AN ASTRONAUT

> DECEMBER

2 MAIN STEPS

THE APOLLO STRATEGY

GREAT IDEA, GREAT RESULTS

14% 12% 100MHIGHER SALES

THAN THE PREVIOUS YEAR

INCREASE IN THE MESSAGE

ASSOCIATION WITH AXE

OF VIEWSFOR THE WHOLE

CAMPAIGN

H U G E B U D G E T S T R O N G M E S S A G E

A X E B O A T

C A M P A I G N

2.

CONCEPT

SEDUCTION INNOVATION

> EVERY SUMMER SINCE 2013

> ROAMING THE MEDITERRANEAN COAST

WITH A BIG PARTY AT EVERY HALT

> IMPROVING THE CRUSE WITH CUSTOMER DEMANDS

EXPERIENCE

CRUISE REFERENCE

OBJECTIVES

POSITIONNING AXE AS A FUN, COOL, ADVENTUROUS

AND SEDUCTIVE BRAND

IMPROVE BRAND IMAGE

AND GET CLOSER TO THE TARGET

CREATE A RELATIONSHIP WITH THE BRAND

CUSTOMER LOYALTY

MAKE BRAND PROMISE COME TRUE

MAKE ACCESSIBLE JET-SET WORLD

PROMOTE BRAND PRODUCTS

HOW TO PARTICIPATE

1

> REGISTER to a contest on the brand’s fan page

2

> BE RECRUITED on the beach

WHAT HAPPENS ON BOARD?

ACTIVITIES ON THE BEACH

POPULAR CONCERTS

PARTIESKING AND QUEEN

OF THE NIGHT

A X E P R O D U C T S O F F E R E D

FOCUS ON RFID ON BOARD

LINKED TO SOCIAL NETWORKSshare statues, activities, photos

RFID PRESENT ON NECKLACES OR BRACELETS

GATHER INFORMATIONSSentimental and musical tastes

AND MORE FEATURES ...

ENSURE VISIBILITY OF THE BRAND AND BUILD THE EXPERIENCE

COMMUNICATION, KEY OF SUCCESS

DEDICATED WEBSITE

SOCIAL NETWORKS EXCLUSIVITY ORIGINALITY

CampaignsInfluencers

Campaign 2015Less is More

CAMPAIGN 2015

#LESSISMORE

F A T A L B A Z O O K A

CONCLUSION

SPREADS VALUES

ATTRACTIVE AND VALUABLE

EVENT AWAITED

O U R A X E

C A M P A I G N

3.

TEASING

WHERE ARE THE ASTRONAUTES?“ ”

SPOT TV

SEA

VIDEO TEASING

+

www.hereiam.axe.com

FIND OUT MORE AT

CONCEPT

USER GENERATED CONTENT + SOCIAL MEDIA +

SOCIAL METER

VIRAL CONTENT

WEBPLATEFORM

SHOW THE ASTRONAUTE INSIDE“ ”

TWO MONTH CHALLENGE

WEB PLATEFORM

www.hereiam.axe.com

SOCIAL METER

12 203 15 2

SOCIAL SCORE

WINNING PRIZE

A M B A S S A D O R

1 YEAR

SUPPORT

COMMUNITY MANAGER SOCIAL NETWORKAFTERMOVIE

CAMPAIGN

W H Y I S I T

R E L E V A N T ?

4.

“WHAT MAKES YOU A HERO ?”

F O L L O W A X E ’ S V I S O N & V A L U E S

MEETING AXE’S VALUES

PAY TRIBUTE TO MEN

FOCUS ON THEIR IMAGINATION

EVERY MAN IS A HERO > GIVE THEM

A SHOT TO CHANGE THEIR PATH

MEETING AXE’S VALUES

HUGE WEB PLATEFORMENO LIMITATION TO

IMAGINATION

MUTIPLE SOCIAL NETWORKS

TALK THE SAME LANGUAGE THAN THE TARGETTO BE UNDERSTOOD AND TRUST

G I V I N G T H E O P P O R T U N I T Y F O R N O R M A L I T YT O C H A N G E I N T O E X T R A O R D I N A R Y

+

+

+

+

+

REASSURE AXE’S MESSAGE

WHY FOR ?

IDENTIFY TO THE MESSAGE

Make the customer feel special

Make him feel closer to the brand

Inspire self-confidence

GATHERING PEOPLE

Share strong vision and values

Build the brand with the community and for the community

CONCLUSION

CLOSE COMMUNITY EPIC AVERAGESTRONG BRAND IMAGE

>

P U T M E N A T T H E H E A R T

& L E T T H E C O M M U N I T Y C H O S E I T S H E R O

“ WHERE ARE THE ASTRONAUTS ? ”

H E R E I A M.>

THANK YOU FOR YOUR ATTENTION