Axe launches out of this world promotion

The men's grooming brand is using a global campaign to support its new Apollo product line, as well as a contest that will send 22 people into space.
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Axe is kicking off a contest of galactic proportions, with the launch of its new Apollo line of grooming products for young men.

Targeting males aged 18 to 24, the brand is offering up 22 tickets for a trip to outer space, courtesy of a partnership with the Space Expedition Corporation.

Starting today people around the world can sign up for their chance to win at the Axe Apollo website and begin lobbying for votes, which they can collect until Aug. 31. The two contestants with the most votes from each participating country (including Canada) will then head off to the Axe Apollo Space Academy in Orlando, FL. There they’ll compete in a number of astronaut training exercises, with the top contestants being given a chance to earn one of the 22 seats aboard the spacecraft.

“This is a truly global campaign being executed in more than 60 countries around the world simultaneously.  We’ve never run such a large, global contesting initiative,” Kyle Marancos, senior brand building manager, Unilever Canada, tells MiC.

The global campaign was developed by BBH. Meanwhile for Axe Canada, the media is by Mindshare, creative is being handled by Union, with Bob overseeing experiential activations and Harbinger Ideas taking care of social media.

The national multi-platform campaign will feature TV spots and cinema pre-roll, courtesy of a partnership with Cineplex, as well as print and online ads. There will also be nationwide experiential events, a sampling program and Facebook content promoting the contest.

Marancos says the media strategy aims to help the brand reach guys across multiple touch points constantly throughout the day.

Photo: Buzz Aldrin announces the launch of the Axe Apollo campaign.