Here is the brief I have to base my advert around.
BUSINESS CHALLENGE
Axe to drive sales of body spray fragrances in the UK.
COMMUNICATIONS TASK
Develop a clear ‘Axe Effect’ message.
Young guys must believe that smelling good will make them better at pulling girls.
MARKET INSIGHT
Most male deodorants communicate a functional,
sweat management message.
The opportunity for Axe is to take the emotional high
ground –it’s not about sweat prevention, it’s about
Smelling good and the benefits of smelling good.
BRAND INSIGHT
Using Axe is a guy’s best first move - Axe fragrances make
guys feel more confident, which means they can forget
the nerves associated with pulling, put their best foot
forward and get the lady of their dreams.
Axe is light hearted. It doesn’t take itself too seriously, it’s
irreverent, playful and it doesn’t denigrate women.
CONSUMER INSIGHT
Young Russian guys have to compete with the classic older,
richer, more powerful guy for the really hot girls. Money and
influence beat good looks and charms in Russia.
We need to show young guys that wearing Axe means that
they will be able to step up,let their charm do the talking
and get one over the, older richer guys.
ENGAGEMENT INSIGHT
Young guys look forward to Axe ads and they want to be
the first among their mates to see the new one.
WHAT IS THE SINGLE THING THAT WE WANT TO COMMUNICATE?
WEARING AXE GIVES GUYS A COMPETITIVE EDGE IN THE MATING GAME.
PRACTICALS: 30s TV.
WHY ARE THE TARGET GOING TO WANT TO SEEK THIS IDEA OUT, SPEND TIME WITH IT OR SHARE IT?
