Does Sex Still Sell? The Axe Campaign Strategy – Larissa Riquelme
AXE, a company known for their sexy advertising campaigns, has done it again with their latest unconventional marketing campaign. The principal challenge was to stand out during the World Cup 2010 Season with a very low budget. The objective was to create free press by highlighting the brand and making it possible to reach everybody’s attention. The strategy was to fuse both things men love the most: Soccer and Women. So Axe created the “sexiest billboard” to appeal to men. Axe got amazing results, as they were able to get everybody’s attention on the brand, generating millions and millions of dollars in free press.
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Advertising Agency: Biedermann McCann, Asunción, Paraguay
Executive Creative Director: Federico Perie
Creative Directors: Oscar Vera, Marcos Valdez, Ale Rebull
Art Director: Ale Rebull
Copywriter: Oscar Vera
Published: June 2010