AXE: Get the angel
Amy Donovan and Savapat Rochanapruk
Campaign details
Brand owner: Saowarat Opasayanont (Unilever Thailand) and Saroj Laohasiri (Unilever Thailand)Agencies: Mindshare and MinteractionBrand: Axe Provoke – UnileverCountry: ThailandChannels used: Cinema, Events and experiential, Internet - display, Internet - microsites, widgets, Magazines - consumer, Mobile and apps, Online video, Outdoor, out-of-home, Social media, Television, Word of mouth and viralMedia budget: 1 - 3 million
Executive summary
Axe Provoke launched its global campaign 'Even the Angels Will Fall' in Thailand's highly competitive deodorant market. To ensure Axe remained one...