Axe Dark Temptation
May -June 2008
Client: Unilever
Chocolate is the dark temptation!
– Girls love chocolate
It is obvious
– Every guy wants to be loved by girls
Obvious too
– New “chocolate” Axe
deodorants and shower gels
will transform every guy to a
dark temptation object for girls
– And noone will resist!
Challenges of new Axe “Dark temptation” variant
launch in Russia:
– Attract attention - create big event out of launch
– Demonstrate power of chocolate in seducing
girls
– Make it in cool way for guys 15-25yo
We will make it happen in 2 stages
1
See the power
of chocolate
2
Use the power of
chocolate with
Axe Dark
Temptation
Solution: 1. First we demonstrate the power of
chocolate
– Trough ENTERTAINMENT
– His life is all about fun, movies, hanging out with
friends
We bring to the Russia a new
blockbuster
Choco-man
He was an ordinary guy… But one
day he became a Chocó-man.
Find more about his adventures!
Choco-man blockbuster in cinemas in 12 cities of
Russia
Before the movie
Outside
Inside
The real blockbuster – everyone must know about
choco-man
On TV
In city-guides
On the radio
In 15 cities
More hot things about Choco-man on a special
internet resource
www.axechocomovie.ru
• Contest “ shoot your
story of Chocó man”
• Watch “hot shoots”
• Find more about
Chocó man
Баннерная кампания
Solution: 2. Use the power of chocolate!
– Trough DEMONSTRATION
– Axe “Dark Temptation” gives
you the power over girls
– Be right at the place where he
wants to attract girls
– In the street
– In the Univercity
– At the dating portal
Use the power of Chocolate with Axe “Dark
Temptation”
In universities
In 15 cities
In men’s magazines
Use the power of Axe at 24open.ru dating portal
•Buy Axe Dark Temptation & register at site
•Chocolate prizes
•Flash-game “clean up the girl from chocolate”
•Share video how you seduce with chocolate
www.darktemptation.axeeffect.ru
Results
– Interactive communication with Axe audience
– 74% multimedia cover @ effective frequency for each media
– Over 4.7mln. unique coverage in internet, over 40 000 clicks
– Generated interest to the product
– 119% increase of requests for Axe during period of campaign
(Yandex.statistics)
“AXE Dark Temptation sales were 22% higher than any Axe
variant”
Egor Evteev, Axe brand manager
This is a winning case
1. Innovative approach to support
– Young guys not tend to get interested by a new
deodorant launch
– But they are very much interested in a new
blockbuster
– We promoted Axe Dark Temptation as a real
blockbuster
2. Impressive business results
– AXE Dark Temptation sales were 22% higher than
any Axe variant