Advertiser: Unilever Malaysia Brand: AXE Creative Agency: Creative Juice Credits: Mindshare Malaysia — Saurabh Tyagi (Director, Client Leadership), Prajakta Paranjpe (Head of Planning),Marian Christina (Executive, Planning),Susan Lim (Senior Manager),Sarah Boey (Digital Manager), Hooi Yin Yin (Executive, Digital),Aileen Chew (Senior Executive),Looi Yew Mun (Senior Manager),Sham van Boonstra (Project Director),Shankar Rajagopal (Director, Client Leadership)
As part of the global APOLLO AXE launch, we were mandated to run a promotion that involved sending one Malaysian consumer to space. Problem: the prize was out of this world (literally and figuratively). Research revealed consumers find this too good to be true, therefore skeptical and uninterested to participate.
The Solution – Insight & Idea
Insight: We know that consumers will reject concepts that are bizarre or extraordinary, and going to space was one of them. Contrary to that, ‘seeing is believing’ because consumers will believe something to be true if they experience it themselves. Strategy & Idea: With this in mind, our strategy revolved around bringing this “going to space” campaign “back to earth”. We effectively reversed the journey by bringing space to the consumers and ensuring they could get up close and personal with the promotion, and the new APOLLO AXE product. Activation was the most important component of this campaign because we could bring space elements to earth, like having Astronauts walk amongst consumers (in malls, cinemas, shops) to make them believe that it’s attainable. Increasing the believability of this promotion helped increase the participation for the contest.
Men dressed in Space suit/astronaut’s dress invaded Malaysia inviting people to participate in the Axe ‘AXE-tronaut’ contest.