Axe Dark Temptation May -June 2008 Client: Unilever.
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Axe Dark Temptation May -June 2008 Client: Unilever
Transcript of Axe Dark Temptation May -June 2008 Client: Unilever.
Axe Dark TemptationMay -June 2008
Client: Unilever
Chocolate is the dark temptation!
– Girls love chocolate
It is obvious
– Every guy wants to be loved by girls
Obvious too
– New “chocolate” Axe deodorants and shower gels will transform every guy to a dark temptation object for girls
– And noone will resist!
Challenges of new Axe “Dark temptation” variant launch in Russia:
– Attract attention - create big event out of launch
– Demonstrate power of chocolate in seducing girls
– Make it in cool way for guys 15-25yo
We will make it happen in 2 stages
See the power of chocolate
Use the power of chocolate with
Axe Dark Temptation
1 2
Solution: 1. First we demonstrate the power of chocolate
– Trough ENTERTAINMENT
– His life is all about fun, movies, hanging out with friends
We bring to the Russia a new blockbuster
Choco-man
He was an ordinary guy… But one day he became a Chocó-man.
Find more about his adventures!
Choco-man blockbuster in cinemas in 12 cities of Russia
Outside
Inside
Before the movie
The real blockbuster – everyone must know about choco-man
On TV
In 15 cities
In city-guides
On the radio
More hot things about Choco-man on a special internet resource
• Contest “ shoot your story of Chocó man”
• Watch “hot shoots”
• Find more about Chocó man
www.axechocomovie.ru
Баннерная кампания
Solution: 2. Use the power of chocolate!
– Trough DEMONSTRATION
– Axe “Dark Temptation” gives you the power over girls
– Be right at the place where he wants to attract girls
– In the street
– In the Univercity
– At the dating portal
Use the power of Chocolate with Axe “Dark Temptation”
In universities In 15 cities In men’s magazines
Use the power of Axe at 24open.ru dating portal
www.darktemptation.axeeffect.ru
•Buy Axe Dark Temptation & register at site
•Chocolate prizes
•Flash-game “clean up the girl from chocolate”
•Share video how you seduce with chocolate
Results
– Interactive communication with Axe audience
– 74%74% multimedia cover @ effective frequency for each media
– Over 4.7mln.4.7mln. unique coverage in internet, over 40 00040 000 clicks
– Generated interest to the product
– 119%119% increase of requests for Axe during period of campaign (Yandex.statistics)
““AXE Dark Temptation sales were AXE Dark Temptation sales were 22%22% higher than any Axe higher than any Axe variant” variant”
Egor Evteev, Axe brand manager
This is a winning case
1. Innovative approach to support
– Young guys not tend to get interested by a new deodorant launch
– But they are very much interested in a new blockbuster
– We promoted Axe Dark Temptation as a real blockbuster
2. Impressive business results
– AXE Dark Temptation sales were 22% higher than any Axe variant
