Axe Spaceboys: Turning a deodorant can into an experience brand

This case study explains how AXE used a partnership with the Space Expedition Corporation and an online video and experiential campaign to launch a successful competition and boost sales.

Unilever: Axe Spaceboys - turning a deodorant can into an experience brand

Shai Idelson

Campaign details

Client: UnileverAgency: Bartle Bogle HegartyBrand: Axe

Summary

Axe's success was built on famous broadcast campaigns that communicate the brand benefit of The Axe Effect in provocative and outrageous ways. But as we began to plan our 2013 campaign, changes were afoot. An increasingly fragmented media landscape and new technological possibilities enticed multiple brands to pursue activation and experiential approaches with mixed results. AXE wanted to get on the experiential train. Our problem was that for AXE, an FMCG brand...

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