AXE captivated Gen Z and millennial consumers in the competitive deodorant market by remaining culturally relevant and incredibly innovative.The challenge:break the mold and create a long-lasting impact.The solution:create an ultimate fragrance exploration,including launching Africa’s first VR Geodesic Dome, showcased at Hey Neighbour festival.Inside the VR Dome, attendees embarked on a full sensorial journey, encapsulating all 5 human senses. Showcasing futuristic designs, AXE's exclusive experiential bar, creatively crafted art installation containers themed around each AXE variant,offered attendees a unique opportunity to explore fragrance profiles and ingredient makeup of each scent.Upon entering the VR dome,attendees received sensory trays,each ingredient carefully selected to mirror the fragrance profile of the corresponding AXE scent shown in the VR video. Campaign Objectives:

1. Generate buzz &Amplify brand exposure/reach.

3. Boost brand awareness among SA Gen Z and Millennials.

4. Distribute AXE samples to targeted consumers to trial.

5. Reinforce brand recall as the cultural lifestyle choice

In a world emphasizing individuality, AXE delivers an immersive fragrance journey with "The New AXE Effect," transcending societal boundaries and championing limitless attraction. Engaging all 5 human senses, offering participants a unique AXE fragrance experience.At Hey Neighbour festival, AXE unveiled Africa's first VR Geodesic Dome, blending its progressive ethos with iconic scents in four distinct environments.Tailored for Gen Z and Millennials, AXE curated a modern experience starting with an immersive holographic tunnel leading to a fragrant paradise. Attendees shared experiences and received exclusive 'Duck Duck Goose' t-shirts created by SA’s leading designer. The AXE bar elevated the olfactory adventure with molecular gastronomy-infused cocktails inspired by each and every AXE scent.The zenith was the 'Immersive Virtual Reality Geodesic Dome,' where attendees explored a multi sensory world, receiving sensory trays with harmonising flavours complementing AXE fragrances.Immersive AXE VR videos reinforced the brand connection.Exiting, participants received an AXE sample, encapsulating their unforgettable journey.

Target Audience:AXE targeted the vibrant Gen Z and Millennial attendees of the Hey Neighbour music festival in South Africa.These forward-thinkers value modern experiences, authenticity, and brands that resonate with their cultural lifestyles. Males aged 18-45 interested in music, personal care, and trends.The campaign positioned AXE as a lifestyle choice celebrating individuality, adventure, and authentic self-expression.Approach:The strategy adopts a multi-faceted approach to immerse consumers in AXE's world, combining sensory stimulation, amplifying the AXE fragrance, and innovative technology.By leveraging scent, taste, sight, sound and touch. AXE created an unforgettable brand experience, resonating deeply with the youthful South African demographic. Strategic partnerships with creative designers and technicians enhance the campaign's impact, while interactive elements like scent-inspired cocktails and immersive displays foster active participation. This approach not only elevates brand presence but also solidifies AXE's reputation as a pioneer in brand engagement,setting a new standard for innovation and creativity within the personal care industry.

Implementation:

The execution unfolded at the Hey Neighbour festival, where AXE showcased its unique signature fragrance and advanced technology blend. Through an immersive experience, AXE was positioned as the top choice for individuals leading dynamic lives.

Timeline:

The campaign spanned four months of meticulous planning and execution of all the elements to ensure every single aspect stood out and created an unbelievable experience.

Placement:

The AXE experience was strategically placed within the festival grounds at Hey Neighbour in Gauteng during the month of December.

Scale:

The execution encompassed a multi-faceted approach, incorporating elements such as the holographic tunnel, Sought after South African designer merchandise station, AXE experiential drinks bar, immersive art-installation sensory containers, and the Virtual Reality Geodesic Dome. This comprehensive setup was aimed to engage festival-goers on a large scale, leaving a long lasting impression with all.

Total festival attendees amounted to 58 767

Sales growth from Q4 VS Q1: +7%,

Vol growth from Q4 VS Q1: +8%

Q1 2023 VS Q1 2024: 9% increase - therefore seeing short term growth as well as long term growth

Paid Reach: 5,871,113 META Reach

Paid YouTube Reach: 2,855,229 views for the month (December 2023)

Facebook reach increased from 4,532,987 (Nov) to 6,731,907 (Dec)

Instagram reach increased from 878,672 (Nov) to 1,154,711 (Dec)

Key results from in-store AXE competition:

8.2% increase in AXE deodorant customers compared to the previous year.

2.6% increase in AXE deodorant baskets compared to the previous year.

7% growth in the sales value of AXE deodorants compared to the previous year

5.7% growth in sales volume of AXE deodorants compared to the previous year

KPI was to increase sales value by 5% which was exceeded