AXE |  With rockets into space

Most lads have dreamt of it since they were a kid: being an astronaut just once in their lives. AXE Apollo let’s them get just a little bit closer to this big dream. Together with Dokyo, we developed a multi-level competition in which participants could win one of five places at SpaceCamp – including a flight into space.

AXE Apollo – Multi-level competition to win a flight into space
Insight

Insight

“AXE Apollo” gives men the aura of a legendary hero that women simply can’t resist. With the new fragrance, AXE launched lads world wide into the middle point of the female universe. And one of them could journey into the real universe. But how to find the right one for such a special prize?

The Bikini Game on Facebook let users demonstrate their best finger moves. In the Space Crew Game, users had to collect female astronauts from their setting in space.
Axe Apollo – Engagement campaign – Tablet
Axe Apollo – Engagement campaign – Tablet
Axe Apollo – Engagement campaign – Tablet
Axe Apollo – Engagement Campaign – Smartphone
Axe Apollo – Engagement Campaign – Smartphone
Axe Apollo – Engagement Campaign – Smartphone
Solution

Solution

In a series of digital competitions, we challenged users to demonstrate the skills of a real astro-naught. Highlights included the “bikini game”, which challenged them to undo a beautiful female astronaught’s bikini – whilst wearing huge astronaut. gloves. Or the GoogleMaps based “Space Crew Game” which invited them to walk with their smartphones through their own environment and collect three other astronaut girls.

Result

Result

Thousands of brave respondants that absolutely wanted to travel into space, undid almost 100,000 astronaut bikinis on Facebook. The Space Crew Game that woked on a mobile website was also visited 100,000 times. The PR climax was finally achieved through a targeted media cooperation with Bild.de. 

Further online measures turned the campaign into a real PR success
Axe Apollo – Engagement campaign – Online-Measures – Desktop