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AXE - RISE UP
currently in production
> Crossmedia campaign introducing RISE UP a new shower gel & deo from AXE, to help guys sharpen their observations skills, to be more alert to important details girls give, in order to be and stay in the mating game.
ROLE > Concept development; Client presentation
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17 - 21 year old guys have busy lives. Somewhere between partying, studying or starting a career, guys have to get the hints, make sense and understand the signs of interest from girls – along with keeping records of a heap of information always crucial for the mating game... all this is dreadfully challenging, especially in the morning, when their brains are on snooze.
WAKE UP & STAY ALERT
To help them sharpen their observations skills, to be more alert to important details girls give, in order to be and stay in the mating game. Meet JULIE.
Julie has a PHD in seduction and knows all the tricks of the trade. She is eager to share her talent and experience with guys, through all communication channels, in a fun and tongue in cheek way. |
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RISE UP campaign outline: July - August 2010 |
ONLINE
Activate guys via a challenging game on social networks.
Through the RISE UP gadget placed on their social network, guys can improve their mating skills, invite and challenge friends, compare high scores and win prizes: For a period of 5 days, Players will be enticed to observe the details girls give in short-sexy-tongue-in-cheek-films. At the end of each film Julie will ask 1 question with 4 possible answers to test guys sharpness and attention to details. If unsure about the answer to give Players can watch the film over again but will have to reply a different question every-time in order to keep guys on the edge.
Along with posting updates to RISE UP members, Julie will grant Players with a Gold / Silver / Bronze “Girl’s Approved” Seals daily, and reward the winner of the week with a prize (smartphone / mp3 players / etc.)
MOBILE
Extend gaming possibilities through mobile phones.
Through the gadget placed on their social network page, guys can subscribe to the WAKE UP & STAY ALERT wake-up service. Every morning they will receive a call, to help them improve their skills, boost their scores and maximize their chances to win prizes.
Every point won with the WAKE UP & STAY ALERT mobile game is automatically
coupled to the total score online.
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SAMPLING
“Hi! We met at that party last week, remember me...?” (ref. to ATL)
During the months of July - August 2010, 75000 samples will be handed out to 17 - 21 year old guys through several channels (festivals / beaches / camping sites / on the go / introduction week for students / parks / etc).
AUGMENTED REALITY
Expand campaign awareness by turning RISE UP samples and outdoors into interactive gaming experiences. Using this new technology will grant the campaign with an extra edge, generate free PR and social currency.
TAG - ON
Boost participation and increase the effect of the television campaign by adding reference
to the online
WAKE UP & STAY ALERT game.
BANNERS
Increase awareness to the online RISE UP & STAY ALERT game. |
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