AXELERATE 2.0: The Journey of Self Discovery
Agency: OgilvyOne Indonesia •
Client: AXE- Unilever Indonesia •
Category: Best use of Display/DRTV/Video •
Axe, a market leader in deodorants category in Indonesia, had a great year in 2015; the brand experienced a sales growth of 30.6% with the successful launch of AXE Black. In 2016, the brand had to continue this growth momentum and strengthen its position in this consumer category and incrementally grow its market share in Indonesia. But there weren't any new product launches, hence the bigger task at hand was to implement an effective communication strategy to be able to compete with the growing market share of competitors like Rexona, Nivea and Dove.