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Etude de cas : AXE
- 1. S T U D Y C A S E CHARLOTTE GOUILLON / MANON SAUTET LÉA LESCOU / ALICE LE CORRE
- 2. • INTRODUCTION • APOLLO AXE STRATEGY • AXE BOAT CAMPAIGN • OUR AXE CAMPAIGN • JUSTIFICATION S U M M A R Y
- 3. INTRODUCTION 1983 “ F I N D Y O U R M A G I C ” Axe’s launch in France SEDUCTIVE ADVENTUROUS E P I C
- 4. D I S R U P T I V E INTRODUCTION WHAT COMMUNICATION ? DYNAMIC ATTRACTIVEINNOVATIVE
- 5. T H E A P O L L O A X E S T R A T E G Y 1.
- 6. THE APOLLO STRATEGY ONE OF THE MOST FAMOUS CAMPAIGN BY AXE 360° UNIQUE EXPERIENCE “LEAVE A MAN, COME BACK A HERO” + = ? RECRUIT YOUNG PEOPLE (13 > 20 YO) BUILD COOL BRAND EQUITY ANSWER TO THE INSIGHT “GIRLS LOVE A HERO”
- 7. G I R L S L O V E H E R O E S THE APOLLO STRATEGY WIN AND GO TO SPACE BY AXE & REDBULL STRATOS CELEBRATING AXE’S TH BIRTHDAY 30 2 2 G U Y S C H A N G E D I N T O H E R O E S > 9TH JAN.
- 8. THE APOLLO STRATEGY JANUARY > AUGUST 5 TICKETS FOR TRAINING CAMP AXE APOLLO SPACE axeapollo.com : CONTEST + VOTES SUPERMARKET ANIMATION HIDDEN IN MYSTERY PLACES 5 WINNERS JUDGED BUT ONLY ONE WILL BECOME AN ASTRONAUT > DECEMBER 2 MAIN STEPS
- 9. THE APOLLO STRATEGY GREAT IDEA, GREAT RESULTS 14% 12% 100M HIGHER SALES THAN THE PREVIOUS YEAR INCREASE IN THE MESSAGE ASSOCIATION WITH AXE OF VIEWS FOR THE WHOLE CAMPAIGN H U G E B U D G E T S T R O N G M E S S A G E
- 10. A X E B O A T C A M P A I G N 2.
- 11. CONCEPT SEDUCTION INNOVATION > EVERY SUMMER SINCE 2013 > ROAMING THE MEDITERRANEAN COAST WITH A BIG PARTY AT EVERY HALT > IMPROVING THE CRUSE WITH CUSTOMER DEMANDS EXPERIENCE CRUISE REFERENCE
- 12. OBJECTIVES POSITIONNING AXE AS A FUN, COOL, ADVENTUROUS AND SEDUCTIVE BRAND IMPROVE BRAND IMAGE AND GET CLOSER TO THE TARGET CREATE A RELATIONSHIP WITH THE BRAND CUSTOMER LOYALTY MAKE BRAND PROMISE COME TRUE MAKE ACCESSIBLE JET-SET WORLD PROMOTE BRAND PRODUCTS
- 13. HOW TO PARTICIPATE 1 > REGISTER to a contest on the brand’s fan page 2 > BE RECRUITED on the beach
- 14. WHAT HAPPENS ON BOARD? ACTIVITIES ON THE BEACH POPULAR CONCERTS PARTIES KING AND QUEEN OF THE NIGHT A X E P R O D U C T S O F F E R E D
- 15. FOCUS ON RFID ON BOARD LINKED TO SOCIAL NETWORKS share statues, activities, photos RFID PRESENT ON NECKLACES OR BRACELETS GATHER INFORMATIONS Sentimental and musical tastes AND MORE FEATURES ... ENSURE VISIBILITY OF THE BRAND AND BUILD THE EXPERIENCE
- 16. COMMUNICATION, KEY OF SUCCESS DEDICATED WEBSITE SOCIAL NETWORKS EXCLUSIVITY ORIGINALITY Campaigns Influencers Campaign 2015 Less is More
- 17. CAMPAIGN 2015 #LESSISMORE F A T A L B A Z O O K A
- 18. CONCLUSION SPREADS VALUES ATTRACTIVE AND VALUABLE EVENT AWAITED
- 19. O U R A X E C A M P A I G N 3.
- 22. TEASING WHERE ARE THE ASTRONAUTES? “ ” SPOT TV SEA VIDEO TEASING + www.hereiam.axe.com FIND OUT MORE AT
- 23. CONCEPT USER GENERATED CONTENT + SOCIAL MEDIA + SOCIAL METER VIRAL CONTENT WEB PLATEFORM SHOW THE ASTRONAUTE INSIDE “ ” TWO MONTH CHALLENGE
- 24. WEB PLATEFORM www.hereiam.axe.com SOCIAL METER 12 203 15 2 SOCIAL SCORE
- 25. WINNING PRIZE A M B A S S A D O R 1 YEAR
- 26. SUPPORT COMMUNITY MANAGER SOCIAL NETWORK AFTERMOVIE CAMPAIGN
- 27. W H Y I S I T R E L E V A N T ? 4.
- 28. “WHAT MAKES YOU A HERO ?” F O L L O W A X E ’ S V I S O N & V A L U E S MEETING AXE’S VALUES PAY TRIBUTE TO MEN FOCUS ON THEIR IMAGINATION EVERY MAN IS A HERO > GIVE THEM A SHOT TO CHANGE THEIR PATH
- 29. MEETING AXE’S VALUES HUGE WEB PLATEFORME NO LIMITATION TO IMAGINATION MUTIPLE SOCIAL NETWORKS TALK THE SAME LANGUAGE THAN THE TARGET TO BE UNDERSTOOD AND TRUST
- 30. G I V I N G T H E O P P O R T U N I T Y F O R N O R M A L I T Y T O C H A N G E I N T O E X T R A O R D I N A R Y + + + + + REASSURE AXE’S MESSAGE WHY FOR ? IDENTIFY TO THE MESSAGE Make the customer feel special Make him feel closer to the brand Inspire self-confidence GATHERING PEOPLE Share strong vision and values Build the brand with the community and for the community
- 31. CONCLUSION CLOSE COMMUNITY EPIC AVERAGESTRONG BRAND IMAGE >P U T M E N A T T H E H E A R T & L E T T H E C O M M U N I T Y C H O S E I T S H E R O
- 32. “ WHERE ARE THE ASTRONAUTS ? ” H E R E I A M. > THANK YOU FOR YOUR ATTENTION