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Axe goes to space

By Fairy Dharawat | April 01, 2013

The brand launches a new product range with their campaign'Axe Apollo Space Academy' which gives its winners chance to travel in space.

Men's personal care product company Axe launched a complete new range, "The Axe Apollo” products -- Apollo body spray, deo stick, anti-perspirant deo stick, shower gel, Apollo shampoo and conditioner. With their new online campaign'Axe Apollo Space Academy', the brand promises to give its winners a chance to go to space in a private spaceship. The international campaign will have winners from 20 countries who will embark on their once in a life time opportunity of travelling in space.

In order to communicate the'Axe Apollo Space Academy' campaign at retail, an astronaut made up of bubble guard was created standing next to a rocket. The unit next to the astronaut had conical shape on the top replicating the rocket. The innovative design used sunboard for the rocket in black shade with metal frame for support. The curious glances from the shoppers concluded that the unit has been successful in communicating the brands campaign'Axe Apollo Space Academy' effectively.

With five shelves in total, the communication in each shelf displayed the brand name. The rocket unit had ample stocking space which could stock the entire range of around 25-30 units at one time. The astronaut on the left hand side holds the contact details to participate in the competition. The unit was found in HyperCity, Mumbai. The advertising agency involved was Walnut Advertising India Pvt Ltd while the fabricating team was Veena Arts Pvt Ltd .
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