Brand Experience and Activation > Use of Media
VEGAOLMOSPONCE, Buenos Aires / UNILEVER / 2006
Overview
Credits
ClientBriefOrObjective
The promotion had two objectives. The first one was to deliver consumers a real experience where they could live the brand promise of seduction. The second one was to boost sales encouraging consumers to buy Axe.
Execution
We wanted consumers to feel that using Axe they will always be surrounded by beautiful girls.The concept we developed was "Axe Hotel, the only hotel in the world with female staff exclusively". The Hotel was placed in a ski resort in Bariloche, Argentina.Each winner would be able to invite two friends and spend a week in the Hotel enjoying sport activities and clubbing.To participate consumers had to enter the brand site (www.hotelaxe.com.ar) and enter the time printed on the back of Axe packs.The promotion was communicated through a TV commercial, radio, print, OOH and on site.
Outcome
The success of the campaign can be easily realized by the 69,000 participants enrolled and the 95,000 packs entered online, being the best performing promotion for male consumers in Unilever Argentina's history to date. When the campaign was on air, the brand experienced a sales volume increase of 27%.
Relevancy
This method of promotion was relevant for Axe consumers since the prize brings to their lives, the emotional reward the brand offers in the communication. Seduction is one of the most important aspects of their lives.
SpecialCredits
Pedro Kudrnac-VegaOlmosPonce-Axe Assistant
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