AXE: Integrated O2O campaign initiative

Male grooming brand Axe joined with social media, transport and retail partners to create the brand's first integrated online to offline campaign to launch a new range to young men in Indonesia.

Campaign details

Brand: Unilever / AXELead agency: Mindshare IndonesiaCountry: Indonesia

Strategy

Objective

The speed of digital growth and adaptation in Indonesia is unquestionable. The Ministry of Communication and Information predicts digital business to account for 12% of the country's GDP in 2020 and indeed Morgan Stanley also estimated that Indonesia's digital transaction will reach US$ 50 billion value by 2027. With more than 50% of its population having access to the internet and average time spent of excess of 8 hours / day, Axe understands how important it is to transform itself to become a...

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