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AXE

*live client: The Martin Agency through the Brandcenter  
*5-day sprint
Team: Ben Butler (ST), Daniel Barock (CBM), Christina Williams (CW), Jonathan Barrat (AD), Ethan McKay (AD)



Background

In order to remain the #1 body spray for teen boys, AXE needs to constantly reinvent itself... just as teen boys constantly reinvent themselves.


The Ask

Create a gaming activation that gets Gen Zers excited about purchasing AXE Body Spray.


Problem

Using AXE is cool, but getting AXE at the store still feels like a chore rather than a treat.

Our Thinking



Realization

For teen boys, gaming = excitment, and if you’re good at the game you’ll be admired by your peers.

+ 75% of gamers aged 5-15 play video games with their friends                       
+ Social competitive games release large amounts of dopamine - akin to winning a sporting match                       
+ There is so much admiration for YouTubers that 75% of 6-16 year olds want to become a YouTuber themselves (Gaming is the top category)                   

      Strategy


Being admired makes you feel attractive. Make every AXE purchase a chance to be admired.

The Experience: “Unlock Your CLUXCH”



The Mechanics

Getting the Word Out



 

In-Store










AXE products have a QR code that takes buyers to the landing page where they can learn how to submit their gaming clips.




Trophy box shows examples of what monthly prizes contestants can win. The attached TV displays some of the best clips submitted by contesetants. Placed in electronics ailses (in stores like Target, Walmart, and Best Buy).