In the spring of 2015, AXE launched a male grooming range - AXE Black. It was necessary to attract new target audience to the brand, but not lose existing customers (up to 25 years). It was decided to bring the natural quiet and natural blackness to visualize its new platform and to attract everyone without making any loud statements.

In the spring of 2015, AXE Black became the sponsor of the Total Solar Eclipse - the only one in the upcoming 11 years. It was a reflection of the new brand philosophy. In the core of Moscow – a contemporary, dynamic and noisy metropolis – AXE Black organized the first public Solar Eclipse broadcast in the world. On the stroke of 7 pm, March 20, our special expedition conducted a unique huge screen broadcast from the Spitsbergen Archipelago in the Arctic Ocean. Simultaneously, dozens of thousands of fans of the brand joined the event via the live hangout on YouTube.

Tens of thousands of people in the street. Millions of witnesses of the Eclipse on the AXE YouTube channel. A hashtag in Twitter, Instagram and Facebook, spreading like wildfire, telling the place where one could meet the quiet Darkness in the City. Total amount of publications 236. PR Value 400,000 euro. Online views of Eclipse 1,350 000. More then 30,000 new subscribers on AXE Russia You Tube just for 1 day. Offline views of Eclipse 150,000 just for 3 hours!

To support the first public broadcast of the Full Solar Eclipse, a massive PR campaign was waged along with multi-channel digital support.

A week before the start of the campaign, AXE Black launched on YouTube a teaser video. Simultaneously, a series of announcements were sent over to metropolitan and lifestyle media telling that AXE invented something utterly unusual.

The Solar Eclipse’s first viewers were reporters and bloggers invited to a closed media event celebrating AXE Black’s new range.

And then the broadcast was transmitted to a huge screen in Moscow downtown and appeared online on AXE RUSSIA’s official YouTube channel.

Moscow Metro passengers, opening a browser on smartphone, automatically forwarded to AXE RUSSIA channel on YouTube and could watch the broadcast.

Over 100 national media outlets told about AXE Black as the Full Solar Eclipse sponsor; thousands of pictures were uploaded to social networks.

Online views of Solar Eclipse amounted to 1,500,000. Offline views of Solar Eclipse exceeded 150,000 just in 3 hours!

We’ve attract more than 30K subscribers on AXE Black YouTube channel at Eclipse per 1 day. 82% of users who watched video on our channel in YT at 20.03 are men. 63 % of them are our TA. There were 47 000 visits on AXE channel from branding on authorization page and 28 000 visits from rich-media banners on main page.

Viral posting on VK:

Likes – 17 752

Shares – 2 026

Rich ~3,5 mln

PR Value: Euro 400,000.