AXE Sep­a­rates the Sig­nal from the Noise

ArabAd - - CAMPAIGN -

Axe’s new­est vari­ant, Axe Black, wanted to re­po­si­tion the en­tire brand.

It drew on the premise that our world has got­ten ex­ceed­ingly noisy and bustling with more of the same. Hav­ing made waves a while back when it came to the ground break­ers, the earth shak­ers and the noise makers, it re­alised that times have dras­ti­cally changed and with it, our per­cep­tions.

This time, the strug­gle was real and get­ting the tar­get au­di­ence on­board was not go­ing to be an easy feat to pull-off. So, the Wun­der­man PR team de­cided to dial down the the­atrics by fo­cus­ing on what truly mat­ters. They lit­er­ally turned things round by stat­ing that ‘less is more’ and in turn fo­cused on men’s in­ter­nal qual­i­ties rather than flam­boy­ant looks.

Wun­der­man needed to god­fa­ther this revo­lu­tion in mas­cu­line con­fi­dence, which is why the team em­ployed a top down ap­proach. They sought-out the loud­est plat­form from to­day’s top 40 rav­ing mu­sic scene where Euro­pean DJS spun their tunes to a packed house filled with loudly-clad ex­pen­sively-dressed party go­ers. And then, they turned up the real with a cam­paign that un­earthed au­then­tic tunes and cre­ated en­gag­ing re­gional con­tent.

Bringth­e­quiet.com was born. Here, real mu­sic was given a chance and re­gional tal­ent, a stage. Ev­ery plat­form and chan­nel that gen­er­ated noise was whis­per­ing Axe’s mes­sage- TVCS, Out of Home, so­cial me­dia and dig­i­tal. The quiet was about to seep into the preva­lent world of pop cul­ture. Axe Black was every­where. On ground, in con­cert and at the fore­front of the best par­ties in town. Mu­sic lovers re­dis­cov­ered the sound of real mu­sic and fell in love all over again. Artists were called in to com­pete for noth­ing more than pas­sion, a lit­tle recog­ni­tion and for mu­sic it­self, which brought back that miss­ing au­then­tic feel of cel­e­brat­ing the abil­ity to be your­self. At the cen­ter of it all, was a data­base of sub­mit­ted mu­sic that would even­tu­ally turn into the first ever ‘Bring the Quiet Al­bum’, a com­pi­la­tion of mu­sic at its grass roots with ev­ery track voted for and cho­sen by the fans them­selves. The num­ber of unique views on the brand’s Youtube chan­nel for this cam­paign reached 2,129,859, as Axe’s fan base grew ex­po­nen­tially. To bol­ster that Axe ef­fect, the PR agency also cre­ated a bringth­e­quiet.com web­site where fol­low­ers could get fresh fash­ion, mu­sic and groom­ing tips.

The irony of it all, a spokesper­son from Wun­der­man’s PR team noted, the “brand of quiet be­came some­thing of a loud story.” J.H.

Wun­der­man's Axe team

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