Campaigns

Axe standouts with space campaign

In association with Lintas Initiative Outdoor, the brand creates a larger than life OOH campaign with an aim to inform and attract the audience towards its worldwide on-going contest.

Published

May 31, 2013

Bhawana Anand

With the motive to promote their on-going global contest’NASA’s Apollo’, Axe designs a standalone OOH campaign to increase the curiosity in the young minds about the competition and thereby increase more participants for the mission. As per the contest, the brand is planning to send 22 brave men/women in outer space. The selected ones would undergo various training simulation to be equipped to go to space. Finally one Indian will be chosen for the final journey in space where very few human beings have gone till date. Consider the contest theme, Lintas Initiative Outdoor, an OOH specialist agency and Arena, the OOH division of Unilever in India planned to build a giant statue of astronaut along with Axe body spray bottle to give away the essence of the contest.

The idea behind creating an innovative campaign was to publicize the contest through a needed media support which is equally larger than life and disruptive. Hence the brief give to the agency was to create a larger than life astronaut which would create the necessary buzz in the consumer’s mind.

The giant statue of astronaut is 20ft in height with an 11ft Axe bottle. The statues were installed at Juhu Haveli near Juhu Chowpatty which was then moved to other high footfall youth areas like Mahim and Bandra Carter road. In order to make it real, Team Arena meticulously fabricated the astronaut to get the exact replica of the original form by creating multiple dummies of the astronaut.

While working on the brief, the agency faced various challenge. But the prime challenge was to install the mammoth Axe can next to the astronaut. It was difficult to install it on the mobile van due to space constraints. To make it possible, the agency converted the hydraulic pole of the mobile van into the Axe can. This in turn ensured more space for the astronaut thereby giving the entire unit stability.

As a result, the brand received overwhelming response from the audience. The astronaut became the talk of the town since the time it was installed. Youngsters have been visiting the installation to get their pictures clicked with the astronaut. The brand team, Axe, has been ecstatic with the installation and has praised team Arena for the imagery building for brand Axe and spreading the brand message innovatively.