Level Up : Instagram Story

AXE
Social Media
Case Studies

AXE antiperspirant keeps you fresh. AXE Body Spray makes you smell great. But what guys weren’t getting… is they work best when used together.

overview

With a TVC debuting our latest fragrance and starring Nasty C, AKA The Goldfather, about to drop into heavy rotation, we needed to pre-empt it with the message that using body spray with an antiperspirant is when you really Level Up.

objective

Grab guys attention long enough to land the message that Body Spray and Antiperspirants should be used together. It was an education job.

idea

We took the “Level Up” metaphor to a literal conclusion and made a game. On Instagram, because that’s where our audience is. Except… you can’t play games on Instagram.

execution

Fortunately, you can fake it. Which we did, using Instagram Stories’ tap-to-proceed navigation to create an endless runner-style platform game. 
It looked, sounded and behaved like something from an arcade in the 80’s, except it was right there in a newsfeed.
No downloads, or registration, or high scores. Just a bit of fun.
The game extended the universe of the TVC, featuring an 8bit version of Nasty C.
The soundtrack from the commercial also got the retro treatment; a monophonic rendition of his hit “Strings and Bling” made from scratch, using the restrictions experienced by console audio designers of the 80’s and 90’s.

results

Having the campaign star Nasty C share it everywhere was a big help. Integrating your elements and channels doesn’t always mean putting the TV ad on Youtube. Here’s a few notable stats from the campaign:

Overall, we achieved a 4:1 ROI

AWARDS

NEW GENERATION
GOLD – Most Innovative Gamification Campaign
SILVER – Most Innovative Use of Digital

SMARTIES
BRONZE – Use of New Technologies / Innovation