AXE “You Gotta Dry” : Digital Integrated campaign
BE COOL. EVEN WHEN YOU’RE NOT
Guys can be weird, and goofy, and lame sometimes. And that’s cool.
THE BRIEF
Launch AXE’s Dry anti-perspirant range, which now comes in an all white can.
THE CAMPAIGN
The majority of personal care ads depict men as demigods and superheroes, with perfect hair and sculpted abs. But let’s be honest – most guys are far from that. They’re often chunky, awkward, goofy and rough around the edges. They make terrible fashion choices and sometimes, just sometimes, they’re plain weird/uncool. AXE Dry Isn’t going to change that – all it’s going to do is keep you fresh and cool. And that’s okay.
Flip traditional male personal care advertising on its head and give guys a reason to feel okay with being who they truly are. As long as they’re using AXE Dry, they’re COOL. Even when they’re not.
This Digital Integrated Campaign hinged on a promotion to WIN really uncool prizes, like a Jedi bathrobe, an inflatable sumo wrestler suit or even cyber visors. Yes, cyber visors. The campaign lived purely on social media and was launched with call-to-action videos tailored to Facebook, Instagram and Twitter.
We chose Xzibit to be our frontman – a guy that oozes confidence styled all in white as a metaphor for everything AXE DRY embodies – coolness and freshness. His job was simple: call on guys to comment using #YouGottaDry on campaign content to stand a chance of winning.
Winners were announced in the social stream with ‘flipping’ funny personalised response videos from Xzibit. Even Cody, “the most judgemental dog in the world”, got in on the fun by licking users’ screens, like only he could.
Finally, winners were asked to post photos/videos using their uncool prizes for a chance at winning R10 000, allowing for a stream of funny, user-generated content.
Our use of New Media types with tongue-in-cheek creative executions made sure we kept everyone tuned in for more.
THE Results
Sales increased by 22% over the campaign period.
Our content reached over 1 million video views on Facebook and Twitter.
AWARDS
LOERIES
SILVER – Digital and Interactive Communication (Social Media)
SMARTIES
SILVER – Brand Awareness
SILVER – Product / Services Launch
BRONZE – Mobile Social
GOLD – Mobile Video
AMASA
GOLD – Integrated Campaign: FMCG
HIGHLY COMMENDED – Social Media Campaign
ASSEGAI
GOLD – Media Awards (Social Media Platforms)
GOLD – Craft (Most Effective Use of Content)
SILVER – Craft (Art Direction)
BRONZE – Craft (Branded Content)
LEADER – Multi Channel / Country Awards (Integrated Direct Marketing Campaigns)
NEW GENERATION
GOLD – Most Innovative Use of Social Media
SILVER – Most Viral Campaign
Campaign Case Study
CALL-TO-ACTION INTRO
PRIZE VIDEOS
SERIOUSLY UNCOOL PRIZES
BOUGHT MEDIA
CREATIVE
USER GENERATED CONTENT
MEDIA
BE COOL. EVEN WHEN YOU’RE NOT Guys can be weird, and goofy, and lame sometimes. And that’s cool. THE BRIEF Launch AXE’s Dry anti-perspirant range, which now comes in an all white can. THE CAMPAIGN The majority of personal care ads depict men as demigods and superheroes, with perfect hair and sculpted abs. But let’s…
