Axe Strategy
Contents
1. What is the context of the campaign? ______________________P3
2. Is it an in-house communication action? ____________________P5
3. What is the objective of this campaign? ____________________P6
4. Describe the target audience in this campaign _______________P7
5. Is this advertisement a part of an integrated marketing communication action? If so, can you give me more details about this plan? ________________________________________P9
6. Analyze this communication actions using semiotics. __________P11
1. What is the context of the campaign?
The global strategy of Axe Anarchy campaign
The Axe Anarchy campaign follows the Axe Hair campaign, but also differs from it.
In this case, the products are addressed to Boys and Girls. We have the main change of this campaign. The previous campaign was more focused on girls attracted by men.
Axe assumes that men like being seduced. This feeling gives a huge boost to men confidence.
Although many brands tried to set up this proposition, Axe just made it perfect.
Basically, Axe always used the same methods to promote the launch of new products. The tone employed in the different ads such as TV commercials, print ads and billboards was attracting people due to the humor used.
The interactive marketing goal was at first to raise awareness of the customers and then engage them properly.
Advertisements are visible all over the web, the existing and prospective customers can communicate in an informal manner through communities services such as Facebook or Twitter.
Axe organizes upbeat events for its new product launches. Axe sponsors a wide range of others events such as Festivals, music shows in order to be connected directly with their customers and collect data from them.
The previous campaign could be summarized as being :
”Getting girls has never been so easier” (thanks to Axe effect) .
Axe promotes this idea and it is obvious, in their
1. What is the context of the campaign? ______________________P3
2. Is it an in-house communication action? ____________________P5
3. What is the objective of this campaign? ____________________P6
4. Describe the target audience in this campaign _______________P7
5. Is this advertisement a part of an integrated marketing communication action? If so, can you give me more details about this plan? ________________________________________P9
6. Analyze this communication actions using semiotics. __________P11
1. What is the context of the campaign?
The global strategy of Axe Anarchy campaign
The Axe Anarchy campaign follows the Axe Hair campaign, but also differs from it.
In this case, the products are addressed to Boys and Girls. We have the main change of this campaign. The previous campaign was more focused on girls attracted by men.
Axe assumes that men like being seduced. This feeling gives a huge boost to men confidence.
Although many brands tried to set up this proposition, Axe just made it perfect.
Basically, Axe always used the same methods to promote the launch of new products. The tone employed in the different ads such as TV commercials, print ads and billboards was attracting people due to the humor used.
The interactive marketing goal was at first to raise awareness of the customers and then engage them properly.
Advertisements are visible all over the web, the existing and prospective customers can communicate in an informal manner through communities services such as Facebook or Twitter.
Axe organizes upbeat events for its new product launches. Axe sponsors a wide range of others events such as Festivals, music shows in order to be connected directly with their customers and collect data from them.
The previous campaign could be summarized as being :
”Getting girls has never been so easier” (thanks to Axe effect) .
Axe promotes this idea and it is obvious, in their