1. PR assignment 11.1

2. AXE APOLLO VIETNAM
PR CAMPAIGN REVIEW

3. Create the talk of town, delievering the message AXE realizes
man’s most daring dream to give man the edge in the
mating game
Introduce AXE APOLLO new product lines as a daring
innovation to give man the edge in the mating game
Campaign background – Objective – PR role
As a male grooming brand aunching a new product line in the market
that’s full of strong competition, with the core value of grooming man
for the edge in the mating game, AXE leverage its strongest discriminator
of dressing any man to turn FROM ZERO TO HERO in women’s eyes to
the peak of astronauts. This is a global campaign that need adjustment
to fit Vietnamese market where men don’t talk about the mating game as
freely, shamelessly as in other countrie
CAMPAIGN
BACKGROUND
OBJECTIVE
OBJECTIVE

4. Key Analysis
Tough to reach TA and get their attention in the
sea of information they get each day, as well as
ge them to interact with such extraordinary
subject
Media
context
Owning a unique message, but unfamiliar to
such traditional market with strong competition
having more established position in men’s mind
Brand
context
Intrigued yet hesitate to extraordinary things –
thrive to prove their masculinity
Consumer
context
Male aged 18-35, ABC, mostly
urban, love extraordinary experience

5. Strategy
Intrigued by extraordinary things
Thrive to prove their masculinity
The most daring
innovation to
give man the
edge in the
mating game
Leverage man’s interest in extraordinary things
with the quest to find the next man to space
Draw them into the journey of proving their
masculinity, achieving the extraordinary respect
Brand roleInsight Strategic approach
Draw huge attention with the A-list ambassador Ngo Thanh Van

6. Concept
AXE apollo Takes the next Vietnamese man to space
Wow them with the most daring
innovation to make the impossible happen
Engage them in the journey of
training, proving their masculinity, their
lead in the game of men
Amplify their triumphant
achievement, drawing all eyes on the next
man to realize the magic for Vietnam – fly
into the space

7. Deployment Plan
Celebrate the extraordinary achievement
of the next Vietnamese man to space
Learnings:
Creative tactics raise huge awareness – Channel choice: website is not an effective channel
Smart influencer choice and make best use of her – To soon revealation of result
All society is curious about the magnificent
beginning of an extraordinary quest of finding next
Vietnamese man to space
Man are thrilled by and follow the quest of
finding the next VN man to space
The reward AXE give the winning man is
triumphant and desirable – all men wants
to be AXE man
Be aware of the extraordinary quest
to find next VN man to space
Let’s join the extraordinary quest
Let’s celebrate the triumphant
reward of the man
Extraordinary press conference The extraordinary quest Extraordinary Finale gala
Mysterious recruitment on
Vietnamworks
Advertorials, Editorials
Social seeding
Advertorials, Editorials
Social seeding
Ambassador Supporting activities
(bring top 3 to fashion show, feature
them in her MV, shws…
Advertorials, Editorials
Social seeding
Media bombarding
objective
Key
message
Key hook
PR tactics
Storyline
Ignite TA’s curiosity about the quest to
find the next Vietnamese man to space
Engage them in the quest to find the next
Vietnamese man to space

8. Campaign Outcome
Huge media coverage with positive feedback on the extraordinary quest

9. Key learnings
Creative tactics raise huge awareness
Smart influencer choice and make best
use of her
Channel choice: website is not an effective
channel
To soon revealation of result
Pro Con