AXE “AXECESS IBIZA” : INTEGRATED CAMPAIGN
SHOW YOUR MAGIC
Taking the magic of African music to the world.
Build AXE’s association with music by celebrating the next generation of DJs.
Brands often focus on bringing international artists to South Africa. We wanted to do something different and instead take Africa’s top up and coming talent to the world. We partnered with Black Coffee and invited young DJs from across Africa to submit their best tracks for the chance to win a trip to Ibiza and play alongside Black Coffee.
Partnerships with 5FM gave undiscovered talent a chance to showcase their mixes. But a party isn’t a party without some friends, so we gave fans a chance to join us in Ibiza through a competition anyone could enter.
Everyone agreed we clearly know how to throw a great party, so we followed up by throwing the Party Of The Year right here in SA.
New Generation 2018
SILVER – Best Influencer Marketing
SILVER – Best Online Competition
THE TELEVISION COMMERCIAL
We let Black Coffee do the talking.
THE WRAP UP
A week in Ibiza co-ordinating dozens of people around an island for a non stop party while making and publishing content daily. It wasn’t easy, but it sure was fun.
REFLECTING ON THE EXPERIENCE
We keep getting asked what it was like to find out you’re heading to the party capital of the world. Here’s a first hand account.