Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

The Shortlist
CAMPAIGN
Reaching Sky High with AXE APOLLO
AGENCY
Ogilvy & Mather Indonesia
CLIENT
PT Unilever Indonesia
BRAND
AXE
DETAILS
CAMPAIGN SUMMARY
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.

OTHER CREDIT AGENCY
OgilvyOne
CAMPAIGN
Dove Hair Love
AGENCY
Ogilvy & Mather Vietnam
CLIENT
Unilever Vietnam
BRAND
Dove
DETAILS
CAMPAIGN SUMMARY
Helping girls love their hair deep down to the “Cell-Fie” In 2013 Dove Vietnam; (formally the number 1 brand in ‘care and damage repair),’ had lost its leading position and market share to Pantene. So when they developed a new product innovation that repaired damaged hair at a cellular level; we saw an opportunity turn things around.* We knew that talking about the science of cellular repair was not going to cut through the noise of the competitive hair care market; already overloaded with functional messaging. Instead; we focused on our consumer and her every-day hair problems. Hair is the most important part of a woman’s image. Research indicated that 95%** of Vietnamese women actively seek different ways to style their hair; but fear of damage was preventing them from doing so. Our consumer is highly engaged digitally and socially; although smart phone penetration sits at 20% nationally***; 68% of women in our target group actively share photos with their social networks from their smart phones****. Because they are so image conscious; the act of taking “selfies” had become a huge trend. Our strategy was to give women the freedom to style their hair as much as they like; without worrying about damage; empowering them to love their hair more and feel “selfie ready” on every occasion… Our multimedia campaign took the consumer on a journey from awareness to engagement to advocacy; enabling Dove to achieve their highest market share growth ever and re-claim their Number 1 title from Pantene.

OTHER CREDIT AGENCY
Mindshare Vietnam

CREDITS OF PEOPLE
Julie Fitzpatrick Consulting Lead
Alfred Leitao Creative Director Art Director
Cam Giang Tu Sani Ahmed Group Account Director
Hong Anh Dang Account Director
Hong Son Dang Senior Account Exec
Nhat Hoang Nguyen Developer
Ngoc An Mobile Developer
Brian Riedlinger Chief Technology Officer
Tuan Huy Nguyen Project Manager
Huong Giang Thai Account Manager
Sani Ahmed Group Account Director
Sa Nguyen Jr. Art Director
Nghia Do Associate Creative Director
Huy Anh Associate Creative Director
Pravin Shetty Client Leader
Chetan Khandelwal Director
Hung Ly Senior Manager, Planning
Huong Ta Associate Director, Digital
Sang Hua Manager, Digital
Thao Tran Executive, Digital
Patis Escoto Director Son Le Associate Director

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