IMC campaign analysis of Axe Boat party

1. AXE Boat Party
Campaign…
Feb to April 2014
Come to my boat party but …
don’t come with your momma…
Chintan Desai, Pgcm4 1408, IMC
CLUB

2. AXE DEODORANT
• Launched in 1983 in France by Unilever.
• Introduced in India in 1999 by Hindusthan Unilever.
• High on Confidence brand.
• Each fragrance is unique & marketed differently.
• However all of them focus on an avg man attracting
beautiful women after applying Axe deo’s.
• On an avg price is around Rs 180.
AXE BOAT PARTY

3. AXE BOAT PARTY Campaign: Feb to April 2014
1. Buy any Axe deodorant.
2. Call 09987 333 333 and interact with IVR on the
phone.
3. Answer the questions.
4. Enter the unique 9 digit code on the sticker cap of
the bottle to complete the registration process.
5. 26 lucky winners will get the chance to be a part of
the Axe Boat Party in Goa.
6. Side-contest: Come up with an Anthem for AXE Boat
Party.

4. USP of the Campaign
- Most deodorants position themselves as a tool to
attract good looking women.
- The Axe Boat Party Campaign takes it to a whole
new level by inviting men to party on a fancy boat
with exotic women, ONLY if they use Axe deodorants.
AXE BOAT PARTY

5. About the Campaign
1. Integrated Media Campaign
- A campaign has both traditional as well as non-
traditional forms of communication.
- Targeting the six Indian metros: New Delhi, Mumbai,
Bangalore, Kolkata, Chennai and Hyderabad.
2. A Maximum Reach Campaign
3. Core Target Group
- Males between the age of 18 - 30.
AXE BOAT PARTY

6. Communication Objectives
1. Reinforce the association between applying Axe
deodorant and attracting good looking women.
2. To show that there is an incentive (Boat Party) to buy
Axe deodorants.
3. Main goal is to increase sales of Axe deodorants
and not just spread knowledge about the Boat party.
AXE BOAT PARTY

7. Campaign Strategy & Execution
TVC ads: TVC 1 – “Grizzly bear”
https://www.youtube.com/watch?v=8-q2bz4Ix_s
TVC 2 – “Momma’s boy”
https://www.youtube.com/watch?v=nxXHaxtdGC4
Print Ads: Newspaper ads
Magazine ads
AXE BOAT PARTY

8. Outdoor ads : Bus shelters
big hoardings & flex
digital signage
Digital Media: Social media presence
PR activities: Advertorial advertisements
online & offline both.
AXE BOAT PARTY

9. Results of the campaign
• Axe's BOAT PARTY campaign has created a lot of buzz among
the youth with over two million consumers calling the
company to be on the Axe boat party. "On the online medium,
campaign has generated over 2.5 million views in just two
months,“
• 76% of the people are aware about this campaign
• Over 1.5 million Axe users participated in the contest.
• Sales had drastically increased for axe deodorant.
• Brand Awareness has been built as a result of this campaign.

10. THANK YOU
Guys …
And don’t
forget to join