Axe9 éditions du Axe Boat

REQUEST
Make AXE the preferred deodorant brand of 15-24-year-old men
Develop the brand’s reputation and strengthen the relationship with younger consumers to generate loyalty and recruit new customers

IDEA
Invite 15-24-year-olds to participate in an exceptional brand experience by organising a jet-setter party on a 30-metre yacht.

DEVICE
Buzz launch: Internet, TV, press – Axe Girls casting, viral movies, weekends on the AXE BOAT to win
PR party on a boat in Paris with VIP guests – Eric & Ramzy, Tony Parker, journalists and bloggers
Roadshow around 10-20 beaches
Recruitment day before main event: street activation with Axe Limousine and commando operations in nightclubs
On the beach: AXE Girls disembark and promote TV commercial
On AXE BOAT: VIP parties filmed

360° communication plan with “cross media” partnership

RESULTS
Success story since 2003
Historic market share, renewed each year in August
Boost reputation and image as a “cool / trendy brand”

AWARDS
Grands Prix Stratégies 2004 – Youth Marketing Trophy
Prize for Event Communication for Non-Media Actions

Top Com Consumer 2004
Bronze Top Com for Public Relations