Axe had the challenge to resonate with a very little homogenic target, so we appealed to technology, creating a software tool that builds a narrative structure, takes scenes from four main movies, almost 60 minutes of original content, and puts it together in a different way every time, balancing according to different interest and behaviors of a wide range of Axe audience. During the project, we generative produced hundreds of thousands of different videos activated by programmatic media and customized to specific profiles and identities of viewers. Until today, just simple display ads had this level of automation and customization and for the first time a high end Hollywood style production was created and delivered totally automated, starting a new era for the no turning back trend of hyper customized content.

In "Romeo Reboot", we appealed to technology, creating a software tool that builds a narrative structure, takes scenes from four main movies - each reframing one of the greatest male characters of literature and alluding to new and more complex archetypes of men in contemporaneity - and puts it together in a different way every time, balancing according to different interest and behaviors of a wide range of Axe audience. We generative produced hundreds of thousands different videos activated by programmatic media and customized to specific profiles and identities of viewers.

The one-minute generative trailers created the possibility of finding similarities among the targets, so they could be then re-targeted to deliver a 13-minute video with a much deeper message.

Once the content produced by Axe was extremely precise for each consumer, we not only achieved 27 million views and impacted 81% of the target, but had an unprecedented retention rate, 170% higher than any other campaign asset aired by AXE before. The campaign also increased the brand Cool and Trendy attribute, from 28% to 51%. The positive movement starts in Q3, in the peak of AXE Romeo Reboot campaign.