News: 23.09.2009
Axe Hair - Finger, Rub, Spread Campaign
Campus Marketing Agency rolled out a successful on-campus campaign for Unilever's new Axe Hair product line...directed at men aged 18-24. The campaign was aimed at having these men attain, "Girl Approved Hair"...we used 3 female campus ambassadors at each frosh event. These ambassadors objective was to target the men on campus with messy hair, slap them with a yellow citation (which drove them to the website), then hand out a sample and make them feel good about their hair and the product.
Our experiential program consisted of a 6 campus tour that directly engaged over 30,000 students with a unique sample pack. An overall impression count was over 130,000. The campaign was received extremely well by the campus administrators and students alike. Our efforts to keep the campaign as "green" as possible by reducing our campaign footprint was noted and appreciated by the campuses on which we operated. The campaign took place during major frosh events on the following campuses: U of T, York, Western, McGill, U of Ottawa, and Queens.
The second touchpoint to the campaign was a turn-key sampling program which engaged 120,000 students at 20 campuses across Canada. We used Frosh Kits and Student Hand Books as the delivery channels for the samples. We received positive feedback from both the Frosh Kit coordinators and the Student Hand Book coordinators for both the creative packaging and the quality of the Axe Hair samples. Enjoy the slidewhow!
Please be sure to click "enlarge" to view it in full screen mode.