We chose to create an original music video with local influencers to land the new Axe positioning and really bring it close and make it relatable for the Hungarian audience.
The Axe brand positioning took a 180’ turn and became an understanding brand supporting men in finding their own, unique magic. Because that something is what really makes them sexy. Our challenge was to make our target audience, Millenials not only understand but believe our new ars poetica. And they are an audience hard to crack, their attention is extremely difficult to capture and their sympathy is extremely difficult to incite. So instead of following the good-old classical way of adapting global assets we decided to go with a fully local approach – built around the most powerful mediators: influencers. We chose famous slammer Zsófia Kemény and leading YouTuber Gergő Szirmai and co-created an original music video about the new Axe credo that encouraged guys to stay true to themselves and to say no to clichés. The smart and thought – provoking slam lyrics were written and performed by Zsófi. And were brought to life by Gergő, who didn’t only direct it but also acted it out – as he, himself could strongly identify with the concept. Campaign managed to outperform all local video benchmarks. We delivered 1.5 million video views, a large proportion resulting from viral spreading. Our video had a 50 percent view through rate. 20 percent of all impression were fully completed, which can be considered extremely high in case of a 2 and a half minutes video. What’s even more we managed to incite a 72 percent uplift in ad recall, proving real memorability