Together : In-Store Activation
We exploited a cool glitch in Twitter to remind Axe users the anti-perspirant and body spray work best when used together.
Introduce a “Dual-Usage” message and change our consumers’ daily grooming regime. Convince them to use and buy both AXE fragrance and AXE anti-perspirant together.
Using fragrance and anti-persipirant together gives you the confidence you need to get the girl. Together, To Get Her.
We leveraged a Twitter bug to promote dual usage and the location of our in-store activation where guys could come play to redeem a free AXE product. We posted a semi-transparent image (PNG) which appeared white within Twitter’s newsfeed to display our first message ‘TOGETHER, Magic happens‘. The same image, when clicked on, appeared black and revealed the hidden message ‘TO GET HER‘ and the store location “she” was at.
Guys intrigued by the message were met with a fun in-store promotion. We gave a fresh look to the coupon mechanic by integrating our hidden message onto the dress of one of the many AXE girls in store. Testing their confidence, guys literally had ‘to get her’ by taking photos with their phone camera flash on, revealing whether or not the girl they found was “the one” to claim their free product. Guys did the social media promotion for us, posting selfies with our girls, taking the in-store promotion online and spreading our dual-usage message.
Despite limited visibility due to highly targeted location-based media placement leading to the in-store activation, it proved to be one of our best performing content pieces to date.
SILVER – Craft – Innovative Solutions
GOLD – Most Innovative Gamification