Dear all, This is a team-work project. There are three members in our team: Mr. Quang, Ms. Quy and me - Ms. Nguyen (Sunny) Please kindly add more information if needed. We are highly appreciate your contribution. All the best, Nguyen Tran [Sunny]

2. CONTENTS
CATEGORY OVERALL
STRATEGY
EXECUTION
EVALUATION
IMPLICATION
CONCERNS REMAINING

4. POSITIONING
Confident,
active,
energetic
Hero, brave,
strong, elegant
Italian style,
mature,
gentlemanly,
luxury
Active, teenage,
sporty
Youthful, funny,
attractive
PRODUCT
LINE
ROLLS-ON
SPRAY
ROLLS-ON
SPRAY
ROLLS-ON
SPRAY
ROLLS-ON
SPRAY
STICK
SPRAY
SIZE 150ml 150ml 150ml 150ml 50ml & 150ml
PRICE 87K 80K - 100K 85K 85K
50ml: 39K
150ml: 89K
SPEND/ML (VND) 580 533 - 666 566 566 780 - 593
COMMUNICATIO
N STRATEGY
Functional Emotional Emotional Functional Emotional
CATEGORY OVERALL

5. INSIGHT
From the women angle, nowadays, they are irresistibly attracted by strongly masculine
brave, modern-day heroes who looks cool yet charming thanks to their extraordinary
experiences and deeds
From the men perspective, doing & saying something to show off their power & attraction may
turn them into kids or teenage. Man would love to be desired without acting and saying
anything in order to prove their incredible attraction.
There is A NEED OF SYMBOL /TOOL
to exposes The men’s EXTRAORDINARINESS
If they want to attract MODERN-DAY WOMEN.

6. 18-34 yrs. old
TA
Enthusiastic

7. 18-34 yrs. old
TA
Enthusiastic

8. 18-34 yrs. old
TA
Enthusiastic

9. 18-34 yrs. old
TA
Enthusiastic

10. 18-34 yrs. old
TA
Enthusiastic

11. 18-22 yrs. old
TA
Enthusiastic

12. 360
o
STRATEGY

13. 360
o
STRATEGY
360o
Advertising
Activation
& Direct
marketing
PR
360o
Road Show
01/06
Lady Night
02/05
Invade SaiGon Heat
01/05
Fashion & Instrument
show in HaNoi
04/05
Welcoming NTV
at airport 09/05
Launch Event
15/04
National Rounds
25/05 – 26/06
Top 100
01 – 31/07 Final Gala
Promotion Gifts
TV news
TVC1
POSM
TVC2
TVC3
OOH
Advertorial
Banner
Announcement Report
Seeding
Microsite
Microsite
Microsite
Editorial

14. 360
o
STRATEGY
VnExpress Microsite = New Release
National
Round
National
Round
National
Round
Qualificatio
n
Gala
Press
Release
Qualificatio
n
QualificationQualification
Offline Qualification
OnlineSeeding
Preheat
Official Axe Microsite = Campaign
Diary

15. ONLINE SEEDING
2/4/13
Hdvietnam.com
3/4/13
Vietnamworks,
AIESEC VN,
mywork
Tuoitre,
Thanhnien
4/4/13 6/4/13
Tintuc.net,
vtc.vn, news.vn,
…
7/4/13
News.zing,vn,
9/4/13
Kenh14.vn
10/4/13
VnExpress.net,
ngoisao.net
12/4/13
Vtc.vn

16. MICROSITE
Two microsite was built for this campaign.
Main microsite: http://www.AXEApollo.com/
VnExpress site: http://www.PhiHanhGia.VnExpress.net/

17. MICROSITE
HOMEPAG
E
NEWS
JOURNEY
PROMOTION
TERMS
AXE
APOLLO

18. Funny pic
Girl Event Astronaut
Promotion
BrandQuiz
Challenge
Accepted
Product
Current event
Quantity
Current event
1%
Product
2%
Challenge Accepted
3%
Quiz/Game
5%
Brand
9%
Promotions
12%
Astronaut
14% Events
16%
Girls
17%
Funny pics
21%
Fanpage contents: the combination of relevant
information of campaign and entertainment
pictures.
The voice: naughty but friendly boy, fanpage tried to
create funny contents to bring information in the most
interesting way and to get user’s engagement.
FACEBOOK

19. FACEBOOK
Vu Thanh Long’s Fanpage was launched in
November 1st, 2013
https://www.facebook.com/thanhlongvu.axeapollo
27 status were posted. The last status in March 26th
2014
1.400 likes

20. YOUTUBE
Channel:
9 clips were posted from May 15th to November 4th
got 150.000 views
4.000 subscribers

21. TVC
TVC 1: Lifeguard
TVC 2: Fireman
Length: 30s
Message: Irresistible attraction
A beautiful damsel in distress. The attractive
man fearlessly runs to save the woman. Just as
they are about to kiss, the woman turns her
head to see an astronaut, and immediately runs
towards him instead.
RTB: The seductive woman appeals to men, but
astronaut attracts her with no effort. It make men
think that using Axe Apollo will make them more
attractive to women.
Implication: The astronaut is portrayed as the
most attractive guy there to the woman subject.
He represents “the best” out of the male
subjects, and also represents the product, Axe
Apollo.

22. TVC
TVC: Now Available on Earth
Length: 15s
Message: AXE Apollo – Now available on earth
AXE Apollo is flying through space to Earth.
RTB: The statement at the end of the clip has
confirmed AXE Apollo is already available on
the market.
Implication: AXE launches new Apollo range

23. TV INTERVIEWS
Channel: VTC14
Message: Tell the dream of conquering space of
the second Vietnamese entering space and how
he overcomes challenges to achieve it
RTB: Information of contest was published in
official channel as a TV show
Implication: Inspire the spirit of national pride
and extraordinary efforts of the second
Vietnamese entering space

24. EVENTS
INTRODUCTION
15/04/2013
QUALIFICATION
15/04 – 15/06
NATIONAL ROUND
01/07 - 14/10
GALA FINAL
27/10

25. OOH

26. ONLINE ED/AD

27. IT’S NOT OVER

28. EVALUATION
Attention grabbing
- Understand the insight of customers
- Differentiate from competitors
- Set a new attraction standard for modern-day
man
- Bring the unpredictable opportunity to the
brand target audiences
- Inspire curiosity
- Let people experience the real challenges of
recruiting & training an astronaut in the real life
- Statistics:
Brand fit
- State the irresistible attraction of an astronaut
- Build up the attraction through recruit events,
the best amongst heroes.
Change Customer behavior
- Upgrade Vietnamese Youth confidence.
- Proud of Vietnamese Youth
- Increase market share and brand awareness
Campaign able
- Chain of events, bundle of rich media, online
seeding, youtube, facebook, microsite, prints,
PR, etc.
- Consistent Execution.
- Recommendation: AR code, content facebook.

29. IMPLICATION
COMMUNICATION RESULTS
Number of register & votes
✓ 9000 people joined the events
✓ 4500 registers at the events
✓ 52,000 online votes
✓14.000 online registers
✓14.500 offline registers
Number of news & interaction:
✓196 online posts on 4 main platforms.
✓ More than 25 online
✓ Number of clicks: 79.000 ( more than
55% compare with the expected KPI)
✓ Number of view: 1.935.333 (more than
expected KPI)
MARKETING RESULTS
Quantitative research in Feb 2015.
Number of participants: 200 people

30. CONCERNS REMAINING
, KEY LEARNING
-Consistent and Continuous strategy
-Excellent used off online seeding & PR channels
-Excellent events management
- Done great works to get earned media throught viral.
-QUESTIONS
-TVCs were uploaded on Youtube around Nov2013, after the campaign => What it was for?
-Fanpage contents, ambassador & winner fanpage youtube management inefficient .
-Ambassador & Winner digital interaction.
-Reality TV show was announced to be on air on Oct 2013, but is it true?
-The information of the Winner’s journey into space was not mentioned.

31. GOODBYE
& thank you