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SENDING men intO SPACE TO impress Girls.

GIRLS GO FOR GUYS WITH GREAT STORIES.

AND THE GREATEST STORY A GUY COULD EVER HAVE IS FLYING OUTER SPACE...

BECAUSE NOTHING BEATS AN ASTRONAUT.

NOT AN INSTAGRAM MODEL.

NOT EVAN SPIEGEL.

NOTHING.

SO AXE DECIDED TO GIVE MEN THE CHANCE TO BECOME ASTRONAUTS.

PHASE #1

SOCIAL & PR

PHASE #2

SOCIAL & PR

Upon arrival for their recruitment drive, AXE Astronauts visited over 30 of the GeoTagged welcome spots.

Phase 2 

Two weeks later, Astronauts go to the exact GeoTagged locations, take photo and thank consumer.

We knew that we were dealing with a very competitive dating market: men outnumber women 242 to 100. And it was our job was to convince men that women were into Astronauts.

GUERILLA & DIRECT

So we wrote Lipstick Love Notes on mirrors in men's public restrooms.

LIPSTICK LOVE NOTES INCLUDED CLASSIC LINES  SUCH AS:

'I need a man with a big rocket.'

'Looking for a man who can blast off.'

'Wanna join the 100,000 mile high club?'

Phase 1

Consumer invites Astronauts to visit, via GeoTagged Instagram photo.

We created a massive prelaunch buzz by incentivising consumers to welcome the Astronauts into their homes, via Instagram.

BACKGROUND

START

1000s of eager guys called the number.
What they got was this voice mail.

Our hidden camera caught men reacting to the love notes. The footage was 'leaked' online and went viral.

While this was going on, we also hit our target market on Tinder & online dating sites.

SOCIAL: ONLINE DATING SITES

ACTIVATION

Next, we transformed cinemas into Space Academy training centers. When the lights went out, audiences found themselves playing the role ofbrave new cadets, receiving a briefing from their Sergeant Admiral.

ACTIVATION CASE STUDY

All digital and events were supported with print and outdoor.

PRINT / OUTDOOR / POINT OF SALE

Yes, that is me playing the role of the Sgt. Admiral! The client cast me after our extensive casting call found no suitable talent.

INSTALLATION

The train station is the starting point for many journeys. So we built a giant interactive space asteroid which took consumers on what could be their greatest journey.

INSTALLATION

A giant 6 x 2 meter asteroid landed in metro stations. Behind the peepholes lived a variety of video content.

CONTENT EXCERPTS

INTERACTIVE EXPERIENCE

We finished the campaign with a space escape pod, which gave consumers the chance to see if they could withstand a simulation of the G-Force pressure felt when leaving the earth's atmosphere. 

ASTRONAUTS NEED GOOD STAMINA.

CAN YOU LAST TWO MINUTES?

INTERACTIVE EXPERIENCE

All marcoms lead to the AXE Apollo website, a social media platform where Astronaut hopefuls set up their application to head into outer space.

ASTRONAUT APPLICATION SITE

RESULTS

The Apollo campaign has been the most successful in AXE history. 

It has generated a 14% sales increase on the previous year's campaign and 79% more than the year before that.

It has also increased brand equity by 30% — one of the campaign's chief KPIs.

And the campaign content created more than 100 million impressions — numbers truly out of this world.

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