Axe

AXE

AN GEL

CLUB

About Axe -India

Axe brand communicates through advertising, the various ways it helps men attract women

Launched in India in 1999, the brand has the dominant share in male deodorant market in India

AXE an iconic, youth brand available in more than 60 countries around the world

Cool, Fashionable and Stylish

Axe Angel Club-India

Building virtual engagement via ‘real’ personas

India’s largest and most well engaged fan pages on Facebook,

Reaches out to more than a million users on a daily basis

Give the users a better and a more realistic brand experience

The official Axe Community

The Angels

@ heart of the community are the Angels

Each Angel with her own well defined personality asking the audience to join the ‘Club’

They connect with the TG on what would be interesting to them .i.e. Cricket, Football, Music etc

The brand ambassadors- attract fans not only in terms of awareness, but also in terms of trials, purchase, consumption and repeat purchases.

Making the AXE Angels part of the daily lives of thousands of users.

Alisha – Fashionista, Film Critic

Sophia – The cute college chick

Rhea – The musical rockstar!

Simran – The hot Punjabi kudi

Tanya – The Gym Babe

Lydia – The corporate hottie

Kelly – The sexy bartender

Natalie – The bold Biker babe

Why Talenthouse?

talenthouse is the

World’s largest

online platform where artists from all over the globe

engage for Creative Collaboration

in the fields of Film, Fashion, Art,

Photography, Music

TALENTHOUSE ADVANTAGE

Our Unique SOCIAL MULTIPLIER EFFECT

Facebook integration

Twitter Buzz

YouTube virals

SMS n Online voting

Create high visibility

Increase levels of interest & noise across mediums

How this collaboration will help Axe India?

Feed the brands appetite for fresh, high quality talent while enhancing its social media presence

Help the brand position itself as a mentor

Reach out to artists community and create unprecedented viral reach to extended audience types, through the communities that self-form around the brand

Platform for liaison between the brand and an artist

Content Creation

Creative Invites

Each initiative creates content which can be released exclusively online

Multiple Stars

Each CI will give an opportunity to a fresh artist to showcase his talent

Talenthouse Advantage

Through its unique ‘Creative Invite’ process create Virals creating the potential for exponential growth in the property’s exposure and influence

unconventional masculineseductive

1. An opportunity to position itself as Mentor2. Accentuate its Social presence and online visibility 3. Reach out to talent from all across India and create

massive viral

Collaboration AspirationalUpcoming

1. Talenthouse envisions to ‘Liberate talent holders’2. We aspire to enable Artists live their dreams 3. We intend to bring together the budding artists to the

mentors

The Action Plan……

CATEGORY: FMCG

IDEA: Face of Axe

PLATFORM: Talenthouse

OPPORTUNITY: The next Axe Angel

soft on the eyes?

think your hot?Axe is looking for 'the bombshell' that outshines the ordinary' so if u r oozing beauty, then give yourself a shotAfter all Axe wouldn't want to let you go unnoticed.

CREATIVE INVITE PROCESS

A Creative Invite has 3 vital components:

WINNERS SELECTION

The winner will be chosen by Axe from the highest voted submissions.

WHAT DOES WINNER GET

Winner will receive a modelling contract with Axe and join the Axe Angel Club

Creative Invite

Aspiring Models & Fresh Faces to submit their portfolios on www.talenthouse.com

Axe puts out a Creative Invite

WEBSITE PLACEMENT

Be the face of Axe

8 weeks after CI launch for models to participate

MECHANICS

1.1.

2.2.

3.3.

4.4.

Axe Launch CI

Aspiring Models Participate

Friends & Fans of Artists vote

Winner Annou--nced by Axe

2 weeks for the global audience vote for portfolios

8-10 days to select the final winner

Other Creative Invites

•Shoot for Axe

• Style an Angel –.

• She’s got the Look –

In extension of “Axe Angel Club Talent hunt”, a Creative Invite for emerging photographerto showcase talent. The end result will be the opportunity to have the opportunity to e part of the next Axe Angel Club campaign.

A Creative invite for stylists to show their creativity and have the opportunity to stylean Axe Angel for the next campaign

What would Axe be without creativity? A Creative invite for make-up artists to showcase Talent and have the opportunity to work on a new look for an Axe Angel for a future campaign.

Shoot for Axe

Shoot for Axe –Mentoring photographers

A CI where aspiring photographers are given a subject to shoot

Entries captured on Talenthouse (and Axe Homepage)

Artist community and friends of the participants vote

Top 20 most voted submissions get wild card entry for final selections

Axe/Talenthouse choose winning entry

Winner get an opportunity to get into the “the club”

The Life changing opportunity is to partner with Axe on the next creative campaign for the Angels club

Style an Angel

Style an Angel –Mentoring stylists

A CI where aspiring stylist are given a muse to design







She’s got the look

She’s got the look –Mentoring Make-up Artists

A CI where aspiring Make-Up artists are asked to showcase creativity







SUCCESS STORY

Submissions8000 (Models and Photographers)

Votes

70, 000

Engagements

8,75, 432

Emails Sent

14, 213

Winners Miro Arva & Sabrina Rocha

Incentive Published on Glamor magazine

SUCCESS STORY

AJ Marti from

Dominican Republic

was awarded his prize

at Times Square in

New York by

STAN LEE FOUNDATION

SUCCESS STORY

John Filipe’s (Portugal) Goggle Design to be worn by British

Olympic athlete at 2010 Winter Olympics

Want in?

Axe

Documents

Transcript of Axe