PR assignment 11.1

AXE APOLLO VIETNAMPR CAMPAIGN REVIEW

Create the talk of town, delievering the message AXE realizes man’s most daring dream to give man the edge in the

mating game

Introduce AXE APOLLO new product lines as a daring innovation to give man the edge in the mating game

Campaign background – Objective – PR role

As a male grooming brand aunching a new product line in the market that’s full of strong competition, with the core value of grooming man for the edge in the mating game, AXE leverage its strongest discriminator of dressing any man to turn FROM ZERO TO HERO in women’s eyes to the peak of astronauts. This is a global campaign that need adjustment to fit Vietnamese market where men don’t talk about the mating game as

freely, shamelessly as in other countrie

CAMPAIGN BACKGROUND

OBJECTIVE

OBJECTIVE

Key Analysis

Tough to reach TA and get their attention in the sea of information they get each day, as well as

ge them to interact with such extraordinary subject

Media context

Owning a unique message, but unfamiliar to such traditional market with strong competition having more established position in men’s mind

Brand context

Intrigued yet hesitate to extraordinary things – thrive to prove their masculinity

Consumer context

Male aged 18-35, ABC, mostly urban, love extraordinary experience

Strategy

Intrigued by extraordinary things

Thrive to prove their masculinity

The most daring innovation to give man the edge in the

mating game

Leverage man’s interest in extraordinary things with the quest to find the next man to space

Draw them into the journey of proving their masculinity, achieving the extraordinary respect

Brand roleInsight Strategic approach

Draw huge attention with the A-list ambassador Ngo Thanh Van

Concept

AXE apollo Takes the next Vietnamese man to spaceWow them with the most daring

innovation to make the impossible happen

Engage them in the journey of training, proving their masculinity, their lead in the

game of men

Amplify their triumphant achievement, drawing all eyes on the next man to realize the magic for Vietnam – fly into the space

Deployment Plan

Celebrate the extraordinary achievement of the next Vietnamese man to space

Deployment: -–– key message – how – key hook – PR tacticsPhase 1: Phase 2: Phase 3:Result: huge media coverage with positive feedback on the extraordinary quest Learnings:Creative tactics raise huge awareness – Channel choice: website is not an effective channelSmart influencer choice and make best use of her – To soon revealation of result

All society is curious about the magnificent beginning of an extraordinary quest of finding

next Vietnamese man to space

Man are thrilled by and follow the quest of finding the next VN man to space

The reward AXE give the winning man is triumphant and desirable – all men wants

to be AXE man

Be aware of the extraordinary quest to find next VN man to space Let’s join the extraordinary quest Let’s celebrate the triumphant

reward of the man

Extraordinary press conference The extraordinary quest Extraordinary Finale gala

Mysterious recruitment on Vietnamworks

Advertorials, EditorialsSocial seeding

Advertorials, EditorialsSocial seeding

Ambassador Supporting activities (bring top 3 to fashion show, feature

them in her MV, shws…

Advertorials, EditorialsSocial seeding

Media bombarding

objective

Keymessage

Key hook

PR tactics

Storyline

Ignite TA’s curiosity about the quest to find the next Vietnamese man to space

Engage them in the quest to find the next Vietnamese man to space

Campaign Outcome

Huge media coverage with positive feedback on the extraordinary quest

Key learnings

Creative tactics raise huge awareness

Smart influencer choice and make best use of her

Channel choice: website is not an effective channel

To soon revealation of result

Pro Con