ClientSummit2010_RussellTaylor(AxeCaseStudies)

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Russell Taylor, Global Brand Vice President, Axe. Russell will show you how Axe integrates digital assets like video with social experiences to make the Gen Y male love Axe.

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  • Went back and did a bit more observing of our kidsConclusion. I’m not sure what is more complex – their use of technology or their morals.
  • When asked, teens in the UK, US, and Japan say they “cannot live without” their mobile phones. Next their computer, then TVs, then gaming consoles.
  • AXE MUSIC - MOBILE SITEThe mobile site was created to provide a unique experience for AXE fans on the move. Users can view all the footage from the concerts, the latest news updates and enter for the chance to win tickets to the next show via their web enabled device.Key highlights:Mobile represents 12% of total AXE Music traffic4,400 sweepstakes entries received via mobile
  • This was a mobile application which allowed users to receive a ‘wake up call’ from an Axe Angel via his mobile each morning. The more you used it, the nicer she became (hoping to drive routine of using Axe each morning). A lucky few would then be entered to receive a live wake up call from Axe Angels…
  • We’re actually doing quite a lotBut it’s diverseNot particularly joined upAnd built around campaignsThis means we are missing opportunitiesTo continue momentum, create conversation and capture information
  • Thanks for coming to our session. My name is Greg Petrillo and I’m the CFO of Skillet Street Food. Josh and I are going to tell you the story of where we have come from and where -- we think – we are going.The title of our presentation is Evolving Strategy from “Open Doors”. The reference to open doors is one that came from my son, Carl’s high school principal, Kevin Reel. He told Carl that the real point of the college experience was to discover open doors that would provide him access to new experiences and his mission in college was to explore the open doors and turn them into opportunities that would, in fact, form, shape the rest of his life. I love the metaphor and it is a very apt description of our journey in forming a business strategy that is shaping the direction our Skillet Street Food life.A word about my background. I’m a corporate consultant type. Columbia MBA. 20 years IT consulting, mostly telecom. A lot of work with AT&T, seven years in Europe, did a stint at Unisys, several wonderful years with the Walt Disney Company. But none of that is as much fun as trying to breath life into Skillet Street Food.I am going leave it to Josh to give you the color of his vision and passion in creating the company. But here is a quick profile to orient you. We are a small, Seattle-based company that serves amazing food out of a movable Airstream trailer, outfitted as a commercial kitchen. In its original inspiration, serving street food, but now much more than that. We don’t have deep pockets but we are growing -- rapidly – and that brings its own challenges. We’ve provided some revenue numbers so you can see that we really are small. 2010 and 2011 are estimates so take them for what they are worth. 2010 is pretty well baked so I feel more confident about this. But we will explain where and how we see the growth coming and you can form your own opinion.We are going to tell you a bit about how we have dealt with the transformation of a company becoming a brand, how we have been able to create a relationship with our customers that would not have been possible before the advent of social networking technology, and how we have struggled with and are still struggling with being spontaneous and fresh and , at the same time, process oriented and controlled.I’d like to introduce you to my partner, Josh Henderson.
  • ClientSummit2010_RussellTaylor(AxeCaseStudies)

    1. 1. AXEConnecting with our guys in an hyper connected world<br />Russell Taylor, Global Brand Vice President<br />
    2. 2. Axe is the world’s leading male deodorant<br />AXE<br />
    3. 3. Our Mission:<br />AXE<br />To make guys more confident around girls…<br />
    4. 4. AXE<br />This little can does more than make guys smell good …<br />
    5. 5. AXE<br />… it creates the Axe effect<br />
    6. 6. It all started in 1983<br />AXE<br />
    7. 7. and got stronger over time… <br />AXE<br />
    8. 8. succeeding in diverse geographies<br />AXE<br />
    9. 9. This is the story of a brand that has to re-recruit its entire user base every few years<br />AXE<br />
    10. 10. Axe was born into a TV centric world<br />AXE<br />
    11. 11. AXE<br />But new technology has changed youth culture<br />Collaborative & open<br />SUPER-CONNECTED<br />3D<br />
    12. 12. Our guys are digital natives<br />Age 0: born as tim berners-lee was inventing the web<br />Age 1: older brother was playing his gameboy<br />Age 4: read an sms message on his mum’s mobile<br />Age 5: dad bought him a book on amazon.Com<br />Age 6: got a playstation for christmas<br />Age 7: watched his first dvd<br />Age 8: searched on google to do his homework<br />Age 9: family got an imac computer<br />Age 10: downloaded a pirate mp3 file from napster<br />Age 11: upgraded his console to a playstation 2<br />Age 12: got a 3g mobile phone and made a video call<br />Age 13: created a profile on the friendster.Com social network<br />Age 14: got an ipod and hooked up to itunes<br />Age 15: shared holiday photos on flickr.Com<br />Age 16: watched a video on youtube<br />Age 17: got a ps3 and a wii<br />Age 18: watched a naughty video on youporn.Com<br />Age 19: bought the latest iphone<br />Age 20: toured the world with his guitar hero band<br />
    13. 13. This is our guys life… <br />AXE<br />This is what he cares about.<br />
    14. 14. Technology shapes their identity<br />AXE<br />“If I decide to not see a girl I ignore her text messages as I find this often gives the right message, with the open ended option of changing my mind and blaming a phone company”<br />Jack O, UK<br />19 years old<br />fig. 1 - teenage male<br />
    15. 15. The four things our guy can’t live without<br />AXE<br />fig. 1<br />mobile telephone<br />fig. 2<br />personal computer<br />fig. 3<br />television<br />fig. 4<br />gaming console<br />
    16. 16. Mobile<br />AXE<br />fig. 1<br />mobile telephone<br />
    17. 17. Axe Music – Mobile Site<br />AXE<br />
    18. 18. AXE Wake Up Service <br />AXE<br />
    19. 19. Personal Computer <br />AXE<br />fig. 2<br />personal computer<br />
    20. 20. theaxeeffect.com<br />AXE<br />
    21. 21. TV<br />AXE<br />Splash Next<br />fig. 3<br />television<br />
    22. 22. Gaming<br />fig. 4<br />gaming console<br />AXE<br />
    23. 23. Most of what we do now spans all four<br />AXE<br />fig. 1<br />mobile telephone<br />fig. 2<br />personal computer<br />fig. 3<br />television<br />fig. 4<br />gaming console<br />
    24. 24. Axe has embraced the digital space…<br />23<br />10/19/10<br />Sample Footer Text Here<br />AXE<br />
    25. 25. We are winning lots of digital awards<br />Cannes Media Lion 2008<br />Get In There<br />D&AD 09<br />Wake Up Service Japan <br />Axe Hair 100 Girls<br />Cannes Digital Lion 2009<br /> Axe Hair 100 Girls<br />Cannes Cyber 2005<br />Axe2Grind US<br />Cannes Digital Lion 2010<br /> Axe Hair , Axe Rise<br />Axe AP France, <br />Axe CLYB Shower<br />AME 2010<br />Wake Up Service Japan<br />Call Me Asia <br />Gramias<br />Get In There Mobile<br />Campaign BIG<br />Get In Mobile apps<br />LatAM San Sebestian<br />Mexico Digital activation<br />Círculo de Creativos/Bronze<br />Conviction 2005<br />Mobile Marketing Awards<br />Get In There<br />AXE<br />
    26. 26. But we still have lots to learn<br /><ul><li>Pockets of digital excellence
    27. 27. Right amount of content
    28. 28. Balance between global vs local
    29. 29. Focus on innovation vs brand equity
    30. 30. Responsiveness to popular culture
    31. 31. Flexibility to produce additional assets
    32. 32. Multi-country & multi-agency relationship</li></ul>AXE<br />
    33. 33. Thank You<br />Russell Taylor<br />Axe Global Brand VP<br />Russell.B.Taylor@unilever.com<br />

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