Cannes Lions

AXE DRY JAPAN LAUNCH 2012 ZERO SWEAT CHALLENGE

ASATSU-DK, Tokyo / UNILEVER / 2013

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Overview

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Credits

Overview

Execution

To illustrate the relevancy and inspire positive conversation among youg male targets, we created an ultimate match event in mega cities (Tokyo & Osaka). Ultimate match pitted "AXE DRY" against sweat generating enemy "SUPER HOT CURRY." Young targets experienced the functional benefits of AXE DRY,"ZERO SWEAT," while eating this super hot curry and supported by AXE Angels. 2 day event was live broadcasted on brand site for broader reach by digital audience. AXE facebook page was constantly updated with teaser and live campaign information for target interaction and engagement.

Outcome

The event was spread through the campaign website, facebook and PR impact on many news media and information sites. Campaign website reached 2.5million target consumers in 1 month. Over 400.000 joined event on the streets and live online. AXE facebook page was voted the most popular facebook page in Japan. AXE DRY share increased to 3.7% in the Male deodorant category.

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