team gimmick

8/3/2019 Team Gimmick

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BECAUSE

Clothes

Context

Ethnicity Sexually explicit


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Click to edit Master subtitle style

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Promotional Campaign

for Axe In a Bangladesh Context


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Presented for:

BrandWitz 2009

Presented by:

Team Gimmick

Ahmed Shadman


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OUTLINE

Social Context

Insight

Target Market Campaign Strategy

IMC Tools

Evaluation

Conclusion


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SOCIAL CONTEXT

Sex is a taboo!

Promiscuity, open relationship

unacceptable Any sexual reference to be

intelligently disguised

Risk of offending highly reactivegroups


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CONSUMER VERBATIM

MALE

I would like

to attractwomen, but Icannot buildup the

courage toapproach

FEMALE

I like whenboys are

interested inme, but its

just that most

dont catch myattention


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INSIGHT

Girls would like to be courted, but

only selectively

Men are low in confidence as

women do not explicitly expresstheir interest


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THEME

GETS YOU NOTICED

AND MUCH MORE


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TARGET MARKET

Demographic

Male

Urban Mid to high

householdincome

Student/youngprofessional

Exposed to

cable TV

Psychographic

Probablylooking for a

girlfriend/wife Highly

conscious aboutpeer evaluation


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THE CAMPAIGN


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OBJECTIVE

Promote Axe in the acceptablesocial context of Bangladesh while

retaining the core value

proposition


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STRATEGY

Start with a bam!

Introduce Axe to Bangladesh

Run the thematic promotioncampaign


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Evaluation of PromotionTools

Effective media:

FM Radio

Print ads (Youth magazine) Internet (Social networking)

Non-traditional

More below the line, interactiveand word-of-mouth based


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Introducing axe


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Introducing Axe toBangladesh

Bashundhara City

Offer free sample spray at entranceto representatives of target market

Communicate the entrance of theindividual to the booth inside

Booth is equipped with camera


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Introducing Axe toBangladesh

An AXE representative will guidehim towards the AXE Zone

Link to AXE website given wherethe video will be made available

Reactions such as these will becompiled and uploaded on a perday basis


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HOME AXEMoment ofFame

AXE BootCamp 09 Game

sBlog

Loading Axe Moment of Fame

Day-1

540 views24 usercomments

Last updated:

December 01,2009

Post it at:

Welcome, Foyezlog out


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AXE Boot Camp

Offer makeover to selectedcandidates from differenteducational institutes

2-week long session where thecandidates are groomed, usingAXE products

The products used by eachcandidate will be selected byonline voters


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WillFoyezmakeittothenextroundofAxeBootCamp?www.axeeffect.com.bd/bc


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HOME AXEMoment ofFame

AXE BootCamp 09 Game

sBlog

NSU

Welcome, Foyez

log out

DU IBA AIUB

SELECT YOUR AXE-FACTORCHOOSE THE RIGHT PRODUCTFOR HIMVOTE TO PROMOTE

WIN A TRIP TO THAILAND


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Print Ads

Youth magazines

Star Campus

Rising Stars Sports/Technology Magazines


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Gets YouNoticed AndMuch More!


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Noticed And


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FM Radio

Consistent with overall campaigntheme

Sound effect as opposed to ajingle


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Evaluation of Campaign

6-month periods

Evaluation done through salesvolume increases

Consumer surveys to evaluatebrand awareness


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Budget

Activation Campaign 10 lac

Boot Camp 7 lac

Print Ad 7 lac

Radio 2 lac

Miscellaneous 4 lac

Total 30 lac


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Timeline

Activation Campaign: 1 month

Boot Camp: 1 month

Radio and Print Ad: 6 months


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CONCLUSION

Very sensitive societal context

Core value to remain intact

Communication tailored to suitlocal context and target marketpsychographics

Introduction through viralmarketing

More focus on BTL and word-of-

mouth


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THANK YOU!

team gimmick

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