AXE “PARTY OF THE YEAR” : INTEGRATED CAMPAIGN
CELEBRATING GUYS WHO FOUND THEIR MAGIC
Once you’ve found your magic, it’s time to celebrate it.
Launch the Black Coffee Limited Edition can.
We know AXE guys want to look, smell and feel their best at a party. So we threw the party of the year, an invite-only VIP event hosted by some of the most influential South Africans in music, fashion and dance, including Black Coffee, Nasty C, Bontle Modiselle and Zulu Mkhathini. TV announced the party and AXE men were directed to various digital platforms to discover Golden Tickets which were the only way to make the guest-list for this once in a lifetime event.
GOLD – Media (Online Campaigns: banners, micro sites, remarketing)
SILVER – Craft (Use of New Technology)
First, we dropped this:
We asked our fans if they knew what made them magic.
Then we hit them with this:
We told them they’re invited and introduced the crew
and even asked them to help put the playlist together
and went it finally went down, it went off.
Once we wrapped that up, it was on to the next campaign, where we Levelled Up on Instagram.