Axe aimed to reconnect with Gen Z by increasing registrations by using unconventional platforms and establishing a new direct communication channel that would allow it to be relevant. For this reason, it sponsored the AXE Ceremonia music festival, offering more than 1,200 tickets as a prize in the application, resonating with them since buying tickets is not always possible due to their high price. This was the perfect opportunity to get a very valuable value exchange for the brand: data and the ability to connect with its audience.

We carried out a public relations campaign with media outlets specialized in music, lifestyle and technology. We also collaborated with 31 content creators who incentivized users by posting secret codes in the organic Instagram stories of the AXE profile by leaking some of them in closed social media groups, which allowed the user to acquire more AXE coins and therefore more awards.

We designed an app from scratch that allowed us to achieve a sustainable and scalable connection between Axe and the Gen Z through this innovative mobile platform that mixes the main interests of these audiences: music, gaming and innovation in a setting that is a replica of the AXE Ceremonia music festival and the streets surrounding the venue so that when you play you can earn Axe coins walking the streets of our city, managing to connect with the brand in an organic way, since there are bus stops, out-of-home formats and even a dome to communicate with them.

AXESS by AXE manages to democratize musical experiences and content through our AXE coins.

In addition, users can redeem digital and physical prizes in the store that are accumulated by playing, using friend codes or those shared on social networks.

Axe had to reconnect with Mexican Gen Z; for this reason, it sponsored the AXE Ceremonia music festival, offering more than 1,200 tickets as a reward in the application, resonating with them since buying tickets is not always possible due to their high price. This was the perfect opportunity to obtain something very valuable for the brand in return: data and the possibility of connecting with this audience.

We carried out a public relations campaign with media outlets specialized in music, lifestyle and technology. We also collaborated with 31 content creators who explained how the app worked and how users could earn AXE coins to redeem festival tickets in the AXESS by AXE store, incentivized users by posting secret codes on AXE profile's organic IG stories by filtering some of them in closed social media groups, which allowed the user to acquire more AXE coins.

AXESS by AXE aimed to increase target registrations by using unconventional platforms and establishing a new direct communication channel that would allow it to be relevant in the Gen Z space and taste.

AXESS by Axe, as a pilot in 2023, aimed to reach 50,000 annual registrations, we doubled this number organically in just 14 months.

The programming time was estimated at 8 months and we achieved it in 6 months.

A sustainable and scalable connection between Axe and GenZ has been achieved through this innovative platform that mixes the main interests of these audiences: music, gaming and innovation and its own economy to which brands are joining to make their products visible.

Mexico is being a pioneer for the brand with this innovation since we are even committed to turning it into a social network for our audiences.

AXESS by AXE, as a pilot, had the goal of reaching 50,000 annual sign-ups. However, this KPI was surpassed in the first week of launch. Currently, AXESS by AXE has garnered over 94,000 sign-ups, which is an 88% increase over the festival's day quota. In addition, AXESS by AXE managed to position itself among the 10 most downloaded applications in the Google Play Store in Mexico that week.

Axe successfully achieved its goal: 53% of the registrations were men and 61% belonged to the age group of 18 to 25 years. The app also encouraged inclusivity, as reflected by the 9% of users identifying as non-binary.

Our public relations campaign had a reach of 24.5 million people and an advertising value of more than 50,000 euros. Additionally, the app was leaked into closed groups on social media, where the Axe team then provided codes to encourage further conversation.