The idea behind creating an innovative campaign was to publicize the contest through a larger than life and disruptive media support. Hence the brief give to the agency was to create a larger than life astronaut which would create the necessary buzz in the consumer’s mind.
IAxe Apollo, a body spray product from HUL, has created a larger than life OOH campaign with an aim to inform and attract the audience towards its on-going contest worldwide. Lintas Initiative Outdoor handled the outdoor duties for the campaign. The innovation has been done at different prominent locations of Mumbai. Outdoor Asia brings you the details of the innovative campaign.
n an innovative move, popular body spray brand Axe has designed a space contest, in which the winners, 22 brave men/women, will be sent to outer space. The selected ones would undergo various training simulation for the mission. The brand designed a standalone OOH campaign to increase curiosity in the young minds about the contest and thereby increase more participants for the same. To promote the campaign, OOH specialist agency Lintas Initiative Outdoor and Arena, the OOH division of Unilever in India, zeroed in on building a giant statue of astronaut along with the Axe body spray bottle to communicate the essence of the contest. The idea behind creating an innovative campaign was to publicize the contest through a larger than life and disruptive media support. Hence the brief give to the agency was to create a larger than life astronaut which would create the necessary buzz in the consumer’s mind. The giant 20ft in height statues with the 11ft Axe bottles were installed at Juhu Haveli near Juhu Chowpatty in Mumbai which was then moved to other high footfall youth areas like Mahim and Bandra carter road in the city. Team Arena meticulously fabricated the astronaut to get an exact replica of the original form by creating multiple dummies of the astronaut. The prime challenge for the agency in this campaign was to install a mammoth Axe can next to the astronaut. ,W ZDV REYLRXVOy GLIfiFXOW WR LQVWDOO LW RQ PRELOH YDQV due to space constraints. To make it possible, the agency converted the hydraulic pole of the mobile van into the Axe Can. This in turn ensured more space for the astronaut thereby giving the entire unit stability. Besides, there were other logistic issues too. But in the end, the brand seems to have received overwhelming response from the audience. The astronaut became the talk of the town. Youngsters have reportedly been visiting the installation to get their pictures clicked with the astronaut and the brand has commended Arena for effective imagery building and spreading the brand message innovatively