The document proposes a marketing campaign called "Blue Madness" for the AXE shower gel brand. The 3-month campaign aims to recruit new non-user customers aged 18-25 in 4 key cities. It will use TV commercials, sampling events, a viral video, a mobile app, a reality show competition, media placements, ads and branded events. The total budget is $705,000. The goal is to educate young men about preventing sweat and body odor to boost their confidence through AXE's product.
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8. ABC
OBJECTIVE
BUSINESS OBJECTIVE
Objectives
100,000 units sold out after 6 months
MARKETING OBJECTIVE
COMMUNICATION OBJECTIVE
Recruit 3% of non-users
Gain market share
60% target audience are well aware of AXE Blue Madness
Educate non-users to start to use shower gel
10. ABC
TARGET AUDIENCE
Target Audience
18 – 25 years old
Non-users (students and first-jobbers)
Urban & semi-urban, 4 key cities
Dynamic, outgoing, ambitious
11. ABC
A closer look
Target Audience
Students First-Jobbers
Want to improve knowledge and skills
Start to socialize with many people
Well-aware of appearance and skills
Financially independent
Planning their career path
Well-aware of appearance and skills
12. ABC
The same is…
Target Audience
Students First-Jobbers
They fairly know the importance of skills and how they
look like to people.
And they always find some ways to improve themselves.
15. ABC
INSIGHT
Insight
“Oily skin and body odor caused by
sweat often lessen my confidence, which
makes me afraid of physical contact and
communicating with people. So I’m not
energetic any longer to grab the
chances of life”
17. ABCBig Idea
Skin that is clean and not oily brings men the edge of
success over others
Give guys the “weapon” to sharpen their edge and
win the chances
KEY MESSAGE
STRATEGY
21. ABC
EXECUTION
PHASE 0/ PRE-LAUNCH
VLOG
Famous Vietnamese Vloggers talk about guy’s daily
life with and without AXE
ACTIVITIES
Educate men to use shower gel. show a sneak
peek of AXE Blue Madness (ABM)
Execution
-KOLs
-PR online
SUPPORT CHANNELS
22. ABC
EXECUTION
Phase 1 - Trigger
-TVC
- OOH + Sampling: Mysterious guys from the ocean
On big screen, show impressive short films featuring some mysterious guys from the
ocean carrying suitcases. Then they suddenly appear in person and give samplings to
young guys.
ACTIVITIES
Execution
- Social Media
- PR online
SUPPORT CHANNELS
Raise awareness of ABM that can prevent heavy perspiration and
sharpen your physical edge
23. ABC
EXECUTION
App: Sharpen Machine (Máy đo độ bén)
What can the app do:
• scans and scores skin status
• offers an easy-to-use calendar, pop up important information noted
• inspires with everyday’s good quotes
• weather forecast function
• creates communities
Phase 2 - Engagement
ACTIVITIES
Execution
-Viral Clip to introduce
-KOLs
-Online Ads
SUPPORT CHANNELS
Give guys the “weapon” to sharpen their edge everyday
24. ABC
EXECUTION
Phase 3 - Amplify
Reality show – The wanted guy
To find out a guy representing for Vietnamese guys
via many sharp challenges or situation on both mental
and physical fields.
ACTIVITIES
THE WANTED GUY
Execution
-TV booking
-Youtube channel
-Social Media
-Banner
SUPPORT CHANNELS
Amplify the image of AXE and highlight
the message
25. ABC
EXECUTION
Phase 3 - Amplify
The AXE Ocean
Water parks of 4 key cities are decorated with the
theme of AXE Blue Madness
ACTIVITIES
Execution
