S T U D Y C A S E
CHARLOTTE GOUILLON / MANON SAUTETLÉA LESCOU / ALICE LE CORRE
• INTRODUCTION
• APOLLO AXE STRATEGY
• AXE BOAT CAMPAIGN
• OUR AXE CAMPAIGN
• JUSTIFICATION
S U M M A R Y
INTRODUCTION
1983 “ F I N D Y O U R M A G I C ”Axe’s launch in France
SEDUCTIVE
ADVENTUROUS
E P I C
D I S R U P T I V E
INTRODUCTION
WHAT COMMUNICATION ?
DYNAMIC ATTRACTIVEINNOVATIVE
T H E A P O L L O
A X E S T R A T E G Y
1.
THE APOLLO STRATEGY
ONE OF THE MOST FAMOUS CAMPAIGN BY AXE
360° UNIQUE EXPERIENCE
“LEAVE A MAN, COME BACK A HERO”
+ = ?RECRUIT
YOUNG PEOPLE
(13 > 20 YO)
BUILDCOOL BRAND
EQUITY
ANSWERTO THE INSIGHT
“GIRLS LOVE A HERO”
G I R L S L O V E H E R O E S
THE APOLLO STRATEGY
WIN AND GO TO SPACEBY AXE & REDBULL STRATOS
CELEBRATING AXE’S TH BIRTHDAY30
2 2 G U Y S C H A N G E D I N T O H E R O E S
> 9TH JAN.
THE APOLLO STRATEGY
JANUARY > AUGUST
5 TICKETS FOR TRAINING CAMP AXE APOLLO SPACE
axeapollo.com : CONTEST + VOTES
SUPERMARKET ANIMATION
HIDDEN IN MYSTERY PLACES
5 WINNERS JUDGED BUT ONLY ONE WILL BECOME AN ASTRONAUT
> DECEMBER
2 MAIN STEPS
THE APOLLO STRATEGY
GREAT IDEA, GREAT RESULTS
14% 12% 100MHIGHER SALES
THAN THE PREVIOUS YEAR
INCREASE IN THE MESSAGE
ASSOCIATION WITH AXE
OF VIEWSFOR THE WHOLE
CAMPAIGN
H U G E B U D G E T S T R O N G M E S S A G E
A X E B O A T
C A M P A I G N
2.
CONCEPT
SEDUCTION INNOVATION
> EVERY SUMMER SINCE 2013
> ROAMING THE MEDITERRANEAN COAST
WITH A BIG PARTY AT EVERY HALT
> IMPROVING THE CRUSE WITH CUSTOMER DEMANDS
EXPERIENCE
CRUISE REFERENCE
OBJECTIVES
POSITIONNING AXE AS A FUN, COOL, ADVENTUROUS
AND SEDUCTIVE BRAND
IMPROVE BRAND IMAGE
AND GET CLOSER TO THE TARGET
CREATE A RELATIONSHIP WITH THE BRAND
CUSTOMER LOYALTY
MAKE BRAND PROMISE COME TRUE
MAKE ACCESSIBLE JET-SET WORLD
PROMOTE BRAND PRODUCTS
HOW TO PARTICIPATE
1
> REGISTER to a contest on the brand’s fan page
2
> BE RECRUITED on the beach
WHAT HAPPENS ON BOARD?
ACTIVITIES ON THE BEACH
POPULAR CONCERTS
PARTIESKING AND QUEEN
OF THE NIGHT
A X E P R O D U C T S O F F E R E D
FOCUS ON RFID ON BOARD
LINKED TO SOCIAL NETWORKSshare statues, activities, photos
RFID PRESENT ON NECKLACES OR BRACELETS
GATHER INFORMATIONSSentimental and musical tastes
AND MORE FEATURES ...
ENSURE VISIBILITY OF THE BRAND AND BUILD THE EXPERIENCE
COMMUNICATION, KEY OF SUCCESS
DEDICATED WEBSITE
SOCIAL NETWORKS EXCLUSIVITY ORIGINALITY
CampaignsInfluencers
Campaign 2015Less is More
CAMPAIGN 2015
#LESSISMORE
F A T A L B A Z O O K A
CONCLUSION
SPREADS VALUES
ATTRACTIVE AND VALUABLE
EVENT AWAITED
O U R A X E
C A M P A I G N
3.
TEASING
WHERE ARE THE ASTRONAUTES?“ ”
SPOT TV
SEA
VIDEO TEASING
+
www.hereiam.axe.com
FIND OUT MORE AT
CONCEPT
USER GENERATED CONTENT + SOCIAL MEDIA +
SOCIAL METER
VIRAL CONTENT
WEBPLATEFORM
SHOW THE ASTRONAUTE INSIDE“ ”
TWO MONTH CHALLENGE
WEB PLATEFORM
www.hereiam.axe.com
SOCIAL METER
12 203 15 2
SOCIAL SCORE
WINNING PRIZE
A M B A S S A D O R
1 YEAR
SUPPORT
COMMUNITY MANAGER SOCIAL NETWORKAFTERMOVIE
CAMPAIGN
W H Y I S I T
R E L E V A N T ?
4.
“WHAT MAKES YOU A HERO ?”
F O L L O W A X E ’ S V I S O N & V A L U E S
MEETING AXE’S VALUES
PAY TRIBUTE TO MEN
FOCUS ON THEIR IMAGINATION
EVERY MAN IS A HERO > GIVE THEM
A SHOT TO CHANGE THEIR PATH
MEETING AXE’S VALUES
HUGE WEB PLATEFORMENO LIMITATION TO
IMAGINATION
MUTIPLE SOCIAL NETWORKS
TALK THE SAME LANGUAGE THAN THE TARGETTO BE UNDERSTOOD AND TRUST
G I V I N G T H E O P P O R T U N I T Y F O R N O R M A L I T YT O C H A N G E I N T O E X T R A O R D I N A R Y
+
+
+
+
+
REASSURE AXE’S MESSAGE
WHY FOR ?
IDENTIFY TO THE MESSAGE
Make the customer feel special
Make him feel closer to the brand
Inspire self-confidence
GATHERING PEOPLE
Share strong vision and values
Build the brand with the community and for the community
CONCLUSION
CLOSE COMMUNITY EPIC AVERAGESTRONG BRAND IMAGE
>
P U T M E N A T T H E H E A R T
& L E T T H E C O M M U N I T Y C H O S E I T S H E R O
“ WHERE ARE THE ASTRONAUTS ? ”
H E R E I A M.>
THANK YOU FOR YOUR ATTENTION
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