Axe

Guys can be unaware that their hair sends strong signals to girls about their personality, attitude to life and hook-up potential. The task was to communicate that Axe is here to help guys get girl-approved hair.

Male consumers have shifted from basic/unisex products towards those that fulfill a particular need. In fact, male-specific products are growing four times faster than general market ones used by men. There was a huge opportunity to expand male haircare’s portion of the grooming category.

To reach the 19-year-old single and slightly clueless target, PHD went where he lives – online, and videogames in particular.  In fact, 70% of Axe’s core target (males 18-34) have at least one home gaming console. The campaign launched with a multi-phased, multimedia plan consisting of extensive television support, targeted online activity, branded integrations and out-of-home executions. 

PHD pioneered the first-ever Branded Destination Experience (BDE) within the Xbox Live user interface environment. It brokered a long-term partnership with Xbox/Massive that allowed Axe to be the first advertiser in Canada to establish a BDE. It spoke directly to the target, in their own language and in their own space.

The Axe Hair BDE gave the users customized exclusive content, including elite game reviews and tips from pro gamers, downloadable Axe themes and icons, and video content designed specifically to appeal to the target.  An Axe-commissioned video series took a behind-the-scenes look at the training, preparation and style of the Canadian Pro-Gaming team, while seamlessly integrating Axe branding.

The partnership also included extensive in-game messaging and ongoing exposure within the Xbox Marketplace, all driving users to the BDE. Furthermore, it offered PHD the ability to integrate Axe content, developed for other channels, into the gaming realm.

The clickthrough and time spent significantly exceeded historical Axe campaign averages. The program was measured based on engagement with the Axe Hair branded content.  It was such a success that the top performing video content piece was viewed by a full third of guys who visited the Axe BDE.