Published on March 14, 2014
PR assignment 11.1
AXE APOLLO VIETNAM PR CAMPAIGN REVIEW
Create the talk of town, delievering the message AXE realizes man’s most daring dream to give man the edge in the mating game Introduce AXE APOLLO new product lines as a daring innovation to give man the edge in the mating game Campaign background – Objective – PR role As a male grooming brand aunching a new product line in the market that’s full of strong competition, with the core value of grooming man for the edge in the mating game, AXE leverage its strongest discriminator of dressing any man to turn FROM ZERO TO HERO in women’s eyes to the peak of astronauts. This is a global campaign that need adjustment to fit Vietnamese market where men don’t talk about the mating game as freely, shamelessly as in other countrie CAMPAIGN BACKGROUND OBJECTIVE OBJECTIVE
Key Analysis Tough to reach TA and get their attention in the sea of information they get each day, as well as ge them to interact with such extraordinary subject Media context Owning a unique message, but unfamiliar to such traditional market with strong competition having more established position in men’s mind Brand context Intrigued yet hesitate to extraordinary things – thrive to prove their masculinity Consumer context Male aged 18-35, ABC, mostly urban, love extraordinary experience
Strategy Intrigued by extraordinary things Thrive to prove their masculinity The most daring innovation to give man the edge in the mating game Leverage man’s interest in extraordinary things with the quest to find the next man to space Draw them into the journey of proving their masculinity, achieving the extraordinary respect Brand roleInsight Strategic approach Draw huge attention with the A-list ambassador Ngo Thanh Van
Concept AXE apollo Takes the next Vietnamese man to space Wow them with the most daring innovation to make the impossible happen Engage them in the journey of training, proving their masculinity, their lead in the game of men Amplify their triumphant achievement, drawing all eyes on the next man to realize the magic for Vietnam – fly into the space
Deployment Plan Celebrate the extraordinary achievement of the next Vietnamese man to space Learnings: Creative tactics raise huge awareness – Channel choice: website is not an effective channel Smart influencer choice and make best use of her – To soon revealation of result All society is curious about the magnificent beginning of an extraordinary quest of finding next Vietnamese man to space Man are thrilled by and follow the quest of finding the next VN man to space The reward AXE give the winning man is triumphant and desirable – all men wants to be AXE man Be aware of the extraordinary quest to find next VN man to space Let’s join the extraordinary quest Let’s celebrate the triumphant reward of the man Extraordinary press conference The extraordinary quest Extraordinary Finale gala Mysterious recruitment on Vietnamworks Advertorials, Editorials Social seeding Advertorials, Editorials Social seeding Ambassador Supporting activities (bring top 3 to fashion show, feature them in her MV, shws… Advertorials, Editorials Social seeding Media bombarding objective Key message Key hook PR tactics Storyline Ignite TA’s curiosity about the quest to find the next Vietnamese man to space Engage them in the quest to find the next Vietnamese man to space
Campaign Outcome Huge media coverage with positive feedback on the extraordinary quest
Key learnings Creative tactics raise huge awareness Smart influencer choice and make best use of her Channel choice: website is not an effective channel To soon revealation of result Pro Con
1. PR assignment 11.1 2. AXE APOLLO VIETNAM PR CAMPAIGN REVIEW 3. Create the talk of town, delievering the message AXE realizes man’s most daring dream ...
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