In Indonesia, Axe has been a brand synonymous with helping the “guy get the girl” since it launched in 1983. Every year - a new fragrance was launched to drive sales and increase market share. But, as new product sales increased, the past variants suffered and declined.
Axe needed a platform to re-introduce existing variants to their young male audience, in a fresh and exciting way - maintaining the hype achieved during launch.
Whilst young Indonesian males aspire to attract women, they tend to be awkward and shy. Preferring to engage with games, news, sports and friends through social media rather than approach someone of the opposite sex. The digital world provided a place for them to seek help from other ‘more experienced’ peers – with search and online forums full of questions on how to attract women and dating.
Axe wanted to reach out to these young men and equip them with the answers and support they needed to take on love in the real world – and so Axe University was born.
Brought to life in the channel they are most comfortable in – the virtual world on their mobile.
Three popular Indonesian celebrities were appointed as instructors at the AXE University. Students had to enroll for three courses, each representing an AXE variant. Attending online video sessions and taking a test to win points. Mobile search and social media advertising complemented the campaign to drive reach & engagement.
AXE successfully reinvigorated not only existing products but also its brand – proving to the young men of Indonesia that Axe always helps guys stay a step ahead in the dating game.