Reinforce the innovation attributes of the brand.

Achieve a high level of awareness for the new AXE variant.Reach a high impact.New communication channel useful for any advertiser from now on.

Martin Badaracco-MedradJavier Kolliker-Unilver de Argentina Reinforce the innovation attributes of the brand.

Achieve a high level of awareness for the new AXE variant.Reach a high impact.New communication channel useful for any advertiser from now on. Technically, this invention consists of 600 posters placed one beside the other, in parallel to the direction the train is travelling. Each poster exhibits a static image of the ad, like the photo-story technique. Once the train reaches a steady speed, with the movement you can reconstruct the 20 seconds movie. Each poster is lit during a short interval of time while the train is passing beside each poster. It is like those old books for children (flip books) that passing quickly page by page you see movement.In addition to this action, a complementary activity was planned so as to generate expectation: advertising on the platforms clocks and inside the wagons, on the underground map signs. Axe, leader in the male deodorant segment, throughout a constant innovation strategy, launched a new variant named “Enygmata”. Its most important concept was “Find the other dimension”. This one implied a totally different communication and use of the media.Initiative Media proposed that consumers can see the communication in the subway in a completely different and innovative way. That is, between two subway stations, inside the traditional dim tunnel, was created a special device to transmit the communication. This way, the amazed consumers found the other dimension. The idea and implementation is absolutely innovative, creating a new worldwide communication media in a place where consumers have no advertising stimulus. They are captive in a dark tunnel looking through the window.The link between the transmitted concept and the method used for it, was the key success of the communication. Find another dimension inside the dim traditional tunnel and reinforce the innovation of the media with the brand proposal. Previous to the tunnel entrance, between subway stations, there were devices inviting to access to another dimension, generating enigma and expectation in the people about what might happen.Furthermore, the subway is one of the public transport media with more passengers in Buenos Aires city, approximately 1.700.000 people, being used by almost all the population.Only 4 % of the budget was invested in this activity and it generated an amazing spontaneous press in magazines and newspapers. It also generated a “word of mouth” never seen before. Therefore, the equation investment/benefits was highly favourable.

Axe, leader in the male deodorant segment, throughout a constant innovation strategy, launched a new variant named “Enygmata”. Its most important concept was “Find the other dimension”. This one implied a totally different communication and use of the media.Initiative Media proposed that consumers can see the communication in the subway in a completely different and innovative way. That is, between two subway stations, inside the traditional dim tunnel, was created a special device to transmit the communication. This way, the amazed consumers found the other dimension.

The idea and implementation is absolutely innovative, creating a new worldwide communication media in a place where consumers have no advertising stimulus. They are captive in a dark tunnel looking through the window.The link between the transmitted concept and the method used for it, was the key success of the communication. Find another dimension inside the dim traditional tunnel and reinforce the innovation of the media with the brand proposal. Previous to the tunnel entrance, between subway stations, there were devices inviting to access to another dimension, generating enigma and expectation in the people about what might happen.Furthermore, the subway is one of the public transport media with more passengers in Buenos Aires city, approximately 1.700.000 people, being used by almost all the population.Only 4 % of the budget was invested in this activity and it generated an amazing spontaneous press in magazines and newspapers. It also generated a “word of mouth” never seen before. Therefore, the equation investment/benefits was highly favourable.

Technically, this invention consists of 600 posters placed one beside the other, in parallel to the direction the train is travelling. Each poster exhibits a static image of the ad, like the photo-story technique. Once the train reaches a steady speed, with the movement you can reconstruct the 20 seconds movie. Each poster is lit during a short interval of time while the train is passing beside each poster. It is like those old books for children (flip books) that passing quickly page by page you see movement.In addition to this action, a complementary activity was planned so as to generate expectation: advertising on the platforms clocks and inside the wagons, on the underground map signs.

Luis Di Como   Marketing Services Manager   Unilever de ArgentinaAriel Suffern   Brand Manager   Unilever de ArgentinaNicolas Manoiloff   Senior Planner   Initiative Media