Axe

Outdoor Asia - - Contents - Bhawana Anand

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

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