To launch the new AXE Apollo flagrance, AXE created the “Nothing beats an astronaut” concept to be run globally. Built to send participants to space – through online registration - and to celebrate astronauts as heroes (heroes can seduce girls), AXE Apollo has been the biggest investment ever from AXE across the world. AXE in Indonesia having one of biggest Facebook brand page in the world, high awareness and brand sympathy - expectations were high. … But after 4 weeks, Indonesia was having one of the worst numbers of registrants in the world.
AXE tasked us to find a solution.
We changed, listened to our audience and localised the content in an Indonesian way without changing the overall approach. The localisation of the AXE Apollo global campaign in Indonesia delivered the highest number of registrations across the world – beyond mature and developed markets like the US or the UK. Simple changes can make big differences. It did.
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