AXE INSTINCT AXE INSTINCT Prepared by Rapp Moscow & Grape

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NEW АХЕWhat would you say, if somebody will propose you to advertise

DEODORANT WITH LEATHER SMELL?

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Not very familiar smell, isn’t it?

NEW АХЕ

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We interviewed people and found out that leather causes

NEGATIVE ASSOCIATIONS

People no more connect it with manhood and power as it was earlier.

The old legend have died!

NEW АХЕ

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To sell in Russia AXE Instinct with leather smell it is necessary to create NEW LEGEND

Challenges of Campaign

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1. To support issue of the new product AXE

Instinct.

2. To increase trial and constant sales of AXE.

3. Popularization of AXE-effect.

Reveal AXE Instinct / Involve

Reveal AXETease

Strategy

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Goal:

To attract attention to the new deodorant АХЕ.

Goal :

Popularization of leather smell. To remind that leather it is a manhood and power.

Goal :

Popularization of leather smell. To involve Target Audience in active participation in Campaign. To stimulate the purchases.

December 2008 January 2009 February 2009

The IdeaSensation!

Unusual finding – “Jacket” which attracts many girls.

 АХЕ became interested in this finding and made an investigation.

Find a piece of “Jacket” together with AXE laboratory and try it on girls.

 «Leather – it’s cool!»

Leather smell attracts girls. Buy AХЕ Instinct, take part in competitions and play on-line games on

the www.axeeffect.ru and receive prizes from АХЕ.

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Tease

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LEGEND CREATION

Legend creation

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We launched sensation video to the Internet an on TV. This video was shoot by well-known snowboarder on the Elbrus. According the legend he fall in the clove and found ancient man coated

in leather “Jacket”. Man was ringed by eight women!

Our snowboarder tore the piece of leather “Jacket” and now do not wanting women attention.

Internet + TV• Article of snowboarder in the ru_snowboarding• Mention in the program Pro-review on the MUS-TV• Articles in newspapers• Reportage about snowboarder on the Internet portal Russia.ru• Film of snowboarder about his trip to the Elbrus• Discussion of the finding in the reality-show “Dom-2”

For promotion of sensation finding we used the following channels:

Media. InternetFor scientific explanation of the finding, we place in the newspaper an article

of French scientist De Cologne who stated that,From ancient times LEATHER impassioned Females!!!

This article was dynamically discussed in LiveINTERNET and LJ.

TeaseObject:

Popularization of sensation finding – «leather Jacket».

Channels:• Internet;• Media;• TV

Comments:1.Main channel for formation and circulation of Legend is – Internet.

2.Media – Part of Legend development.

3.TV – popularisation of Legend.

Period:15 December 2008 – 07 January 2009

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Reveal AXE

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AXE appearance

Internet

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We launched special website of AXE Labboratory (AXELAB), on this site we:•Placed information about snowboarder finding;•Placed information on media in which this finding was mentioned;•Carried out the Quest game.

TV

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With the help of special news spot we reported about events connected with finding.

Reveal AXE Object:

To show the connection between finding and АХЕ.

Channels:• Internet• TV

Period: 07 January 2009 – 20 January 2009

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Reveal AXE Instinct/Involve

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TV

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And finally with the help of 20 sec. film we presented NEW AXE INSTINCT with leather smell!!!

Institutes, colleges and ice-rings

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In the Institutes, colleges and ice-rings our laboratory AXE LAB:• Placed and distributed advertising materials;• Announced and conducted «AXE- periment»* ( mini event for students).

* “AXE-periment” – word-play. Two words experiment and AXE used together.

Institutes, colleges and ice-rings

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With the help of «AXE- periment» we proved that from ancient times the leather smell is the most powerful stimulant of female passion...

InternetAlso on the website www.axeeffect.ru we carried out:

• Quizzes• Games• Contacts

Prizes

Leather bracelet

Mobile phone Nokia 5800 XpressMusic

TV

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We used people from reality-show «Дом 2» to illustrate the effect of AXE INSTINCT

Retail

Reveal AXE Instinct/InvolveObject:

Revelation of AXE Instinct. Involvement of Target Audience.

Channels:• TV• Internet• Retail• Institutes• Ice-rings

Comments:Involvement in all channels.

Period: 20 January 2009 – 15 March 2009

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Results and values of Campaign

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Results and values of Campaign

We were succeed in:• Popularization of product with unusual ingredient,• To change negative associations connected with leather smell,• To remind that leather it is a symbol of manhood and power!

Quantity of contacts:• TV – 2 000 000 pers. • Internet – 6 650 000 pers.• Media – 40 000 pers.• Institutes, colleges and ice-rings– 200 000 pers.• In store – 2 000 000 pers.

Values of Campaign:• The main communication channel was an Internet, because most of the young people are in the

Internet the most part of their life.

• For Legend announce we used not an advertising channels, but information ones. It helped to attract the youth attention, because the news was accepted as real and authentic fact.

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