Situation Analysis:
GMR Marketing, the promotion agency for Unilever’s Axe (a leading men''s deodorant brand), approached and challenged JB Chicago to create an online vehicle to promote multiple campaigns to Axe’s internal audience. The online “Gamekillers” campaign was to be integrated with a program launch on MTV.
Strategy:
Execute graphically rich e-mail campaigns driving traffic to flash based microsites to create an internal “buzz” on the promotions. The Axe brand has a “rebellious image,” so the online campaigns had to convey that image graphically.
Tactics:
Results:
The Gamekillers campaign yielded higher than anticipated traffic and “buzz.” As a result of the success of the Gamekillers project, JB Chicago was brought on to execute the Axe Bootcamp, a viral campaign focused on “getting guys ready” for spring break that achieved similar results.
