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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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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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