Challenge: Axe has grown and matured. The new claim “Find your magic” sends the message that we all have something special. How could we show it for real?
Output: Go from being a simple fan to become a special face of the Axe campaign – 800 personalized outdoors created on the spot.
In one of Portugal’s biggest music festivals, we created a stand where anyone could find their magic and be the new face of Axe. With live copy and design, we wanted the magic to be captured and displayed almost instantly both on spot and digitally.
This was the creative approach that brought the brand to life. And the numbers show exactly how we were able to promote the brand in an interactive way. Our activation had almost 3 times more social impressions (139 thousand) than the total amount of the festivalgoers common shares, reaching over 3 million users.
The process happened inside a customized container. There were 3 “magic holes” where festivalgoers would put their heads so that they could be groomed by a professional hairdresser. Afterwards a professional photographer would take several photographs.
These photos were handed over to the creative team, that immediately worked on a personalized headline and image, resulting on an individual Ad specially created for each festivalgoer. After being displayed on a giant led for the entire festival to see, the ads were sent to the the participants email and posted on the brands Facebook page.
With strong teamwork inside the container, the whole process took only a few minutes from the fans participation to the outdoor display.
In one word, magical.
Lisbon International Advertising: International Bronze in Creative Effectiveness – Cosmetics
Lisbon International Advertising Festival: Local (Western Europe) Lisbon Silver in Creative Effectiveness – Cosmetics