Puerto Rico’s advertising landscape is rapidly shifting. We are still a market dominated by “traditional advertising” and branded content is practically unknown; therefore, TV stations and broadcasting networks do not work together with partner agencies in the development of content for brands. In contrast, brands are very open to experimenting with new formats, platforms and are viewing content development as an effective form of engaging consumers to deliver their marketing messages. There is also a lot of affinity from Puerto Ricans to engage with content from outside the country (especially US and Europe).

As the “Axe effect” becomes commonplace, we decided instead to show its “After Effects”.

Knowing that in the game of love, sometimes relationships get out of control and more than hearts can be broken, we created AXE Assurance.

AXE Assurance was positioned as a special coverage to protect AXE guys from the collateral damage experienced during the game of love.

With this coverage, the consumer can feel protected and enjoy the risks and rewards of the game of love.

Since campaign's launch, the brand's market share increased 10%.

Consumers showed strong engagement and connection with brand, sharing their personal stories and pleading to be covered.

• On first week, more than 21,000 views on youtube and more than 3,000 applications registered

• Comments on blogs and social media generated over 2 million impressions.

• Brand mentions and interactions on Facebook increased by 20% reaching more than 300,000 users.

• More than 3 million impressions in earned media

The AXE Assurance not only reengaged our brand with a generation of skeptics, it made the game of love less scary.