Campaign details

Brand: Unilever / AXE
Lead agency: Mindshare Indonesia
Country: 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 digital first brand.

Having consistently been communicating and touching the hearts of the Indonesian youth for the last 20 years, Axe is seen to the millennials as a brand that is inspiring and close to their hearts. In a society that depicts being Ganteng as becoming masculine, having six pack abs, and full-grown beard, Axe as a male grooming brand wants to help ease the pressure for guys to be comfortable with who they are.