Situation :

Indonesian millennial men see themselves more purpose driven by their own individual expression. They are willing to challenge cultural norms set by society and follow their heart.

Brief :

AXE had to talk to this new generation of millennials that values individual expressions, feel empowered to define their own career path, not constrained by conventional stereotypes, question the norm and unafraid to express their opinions..

Objectives :

Mindshare successfully challenged media stereotype thinking and provocatively took unconventional digital stance to “Axelerate Axe positioning”. In-depth understanding of millennial digital behaviour was the key drive of contextual story telling and engagement to brand building. Key strategies were focused on “Inspire New Positioning”, “Equip Consideration” and “Liberate Via Trials” via a path to purchase approach model.

Implementation

Three are main ideas for axe, the meant to INSPIRE, EQUIP, LIBERATE their audiences

Inspire: By using 3 Brand Ambassadors (Jevin Julian, Agung Hapsah, and Naufal Abshar), we Created 6 episodes directed by Angga Sasongko, showcasing their inspiring true stories of self discovery.

Equip: We Created a hub to provide grooming, styling tips, lifestyle-related articles, web-series, products. We encourage audience to submit their creative ideas into 3 different passion points of music, movie, and painting.

Liberate: We created an event for them to be showcased to public that they have been liberated, so it can be a networking platform for the winners to meet their role models.

Timeline :

Youtube Ads : July– Oct 2017

Rich Media Banner : July- Aug 2017

Placement :

• Media channels: Website, SEM (Search & Display), YouTube (Mastheads & Trueview), Facebook and Instagram

• Spotify: Consumer Engagement Platform – Playlist personality quiz