AXE: Find Your Magic

Vicente Caceres

Campaign details

Brand: AXE
Brand owner: Unilever Ecuador
Lead agency: Initiative Ecuador
Contributing agencies: Agency Paradais
Country: Ecuador
Industry: Deodorants, anti-perspirants
Channels used: Direct marketing, Mobile & apps, Newspapers, Online display, Public relations, Radio, Social media, Television
Budget: Up to 500k

Executive summary

AXE is the number-one deodorant brand for men in Latin America, with a focus on helping young men to look, feel, and act in the most attractive way possible, in their surrounding environment.

Taking this background into consideration, we saw an opportunity to establish a direct communication with the consumer with one of the most important messaging platforms in the world. We would allow them to interact through WhatsApp with the AXE girl, to try to win her over and be her date at the AXE Party.