Axe Call Me

Approach

Brand caretakers took on the task of developing a distinctive activation campaign within the overall

umbrella theme of Axe. At an emotional level Axe operates in the space of feeding the sensual game

fantasy. Though the fantasy was true for the TG in class I town, but reaching to it was a distant dream.

They have a very conservative approach. At the initial stage they wanted to meet the girl and know her

better. And for this to happen the most important thing was to get the girls number

Deodorant brand Axe is known for its cheeky, in-your-face campaigns that end up generating buzz, and

its new thematic brand campaign, ‘Call Me’, is no different. Targeted at the young urban male, the cool,

sexy, youthful brand is positioned as one that helps guys get ahead in the sensual game.

In order to make the activation effective brand caretakers suggested a strategy to roll out the ‘Call Me’

campaign in three phases.

Brand Insight

‘Axe’s great fragrance helps you get girls number’

Campaign Idea

‘Women uncontrollably giving out their numbers and asking the guy to call them’

Strategy Used

Seed Phase

In this phase brand caretakers framed a questionnaire and commissioned a research along with the client

in various cities across India among girls/women asking them when and how they give out their phone

numbers to a guy. Even before the campaign broke, there wereteaser print ads that ran talking about the

‘Numberitis’ disease, based on reports were released by Axe Research Labs. The lab conducted a study

of 750 girls across six cities in India about phone conversations. The research gave out details on women

who were open to flirting over the phone and gave out their phone numbers to guys who they liked.

Statics included factoids like ninety two per cent of girls confessing that they are willing to exchange

phone numbers with a guy if they like him in the first meeting. This was the insight that drove the new Axe

‘Call me’ campaign idea.These research findings were used to create ads to build curiosity.

Teaser Print Ads

NUMBERITIS PRINT ADS

Launch + Engagement Phase

In this phase the brand caretakers wanted to reach the TG, engage them and make them experience the

Axe effect. For this brand caretakers developed an IVR , the team actively pushed the call-in number

009987333333 through print and outdoor ads. Interestingly, this number plays a large part in this

campaign. The Axe team has built a unique and engaging IVRS (integrated voice recording system) that

plays when people call the number. The caller stands a chance to win prizes and can also register for a

wake-up service.

When someone calls the Axe number the caller gets to talk to an Axe angel Tanya, who asks him some

simple questions to check if he has the “Axe effect”. The caller hears messages like, ‘Hi, My name is

Tanya. If I think you have the Axe effect you could win some great prizes like an iPod or, hey, even the

latest iPhone.’, ‘If I say I’m cold, would you give me a hug? Yes or no? Press 1 for yes, press 2 for no’, ‘If I

ask you to take me for a ride on your bike, would you?’ etc. As part of the ‘Wake Up’ service, Tanya

would also call the person back at the pre-determined time he has set for the next five days.

Launch

In this phase the brand caretakers released the TVC along with the outdoors and collaterals Once people

called the number they were directed to an IVR where hot axe girls flirted with them; and to make the

experience even more memorable (and also to Keep Axe top of mind) free wake up service for a week. In

this phase the brand caretakers wanted to popularize their ‘Axe wakeup call’ service which can be availed

by calling the number. By doing this for a week every morning we were ensuring that the TG wakes up

listening to Axe branding in a completely uncluttered environment. The best place / way to catch their TG.

Interestingly, Axe has also done an on-ground activation in the form of postcard branding where it has

tied-up with Lee stores in Delhi NCR, Mumbai, Bangalore and Kolkata. When someone — ideally a guy

— tries on a pair of jeans or a shirt in the store, he will find aPolaroid picture in his pocket of a sexy girl

with her phone number, or a visiting card with the number and the message ‘Call me’. The activity was

done in 24 stores in where approximately 1300 Polaroid’s and 500 visiting cards were placed per store.

The activity in the Lee Stores started mid-April and continued for a month.

The postcard branding has been handled by Gotcha! Impact Media, part of the popular postcard

advertising company, Cards4U. The creative agency Lowe had made an activation plan based on the

international campaign, and a guerilla activity was one of the ideas. Gotcha! picked it up and proposed it

to the client.

Launch TVC

Outdoor

Axe Wake up service ads

Guerrilla Ads- post cards inserted in jeans pockets

Outcome of the campaign

The number of calls expected was 10 lakhs for the entire campaign (1st March – 30th June)

The response received was 40 lakhs unique calls

Over seven lakh wake-up alarms being set, and still counting.”

Close to 40,000 ‘Hey Axe Man’ ringtones have already

At the rate this would be the best campaign Axe has ever done in India been downloaded.

Axe postcards were also placed at youth hang outs, coffee shops, etc. Noreen van Holstein, director and

creative head, Gotcha! Impact Media, says, “The cards ensured guaranteed interaction with a focused

target audience as the cards were placed in youth hang outs and cards — and thus the brand message

— are being picked up voluntarily.”

Conclusion: The campaign created immense curiosity not only amongst the guys but also the girls. Lowe has been

extremely successful in creating the campaigns that have changed the perception of the Indian market

about deodorants.