Company: GLOBAL EVENTS ID Corporation SL, Madrid, Spain
Company Description: Global Events is Spain's leading event organization agency and the world's 14th integral event organization company. Founded in 1997 by Fermín Pérez, Global Events has opened offices in New York, Miami, Mexico City, Barcelona, Paris and Qatar and has become Spain's leading event agency, receiving many international awards for the company's creativity and effectiveness.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Consumer Event
Nomination Title: Axe Boat!
The date on which this nominated production was first presented:; July 14th, 2010
Briefly describe the nominated event's communications objectives and how it met those objectives (up to 500 words). After this description, provide URLs to online photographs, video clips, press clippings, etc. that will portray the event for the judges.
EVENT: Axe Boat!
DATES: July 14th, 2010
LOCATION: Boat travelling around Spanish Mediterranean Coast
NUMBER OF ATTENDANTS: 1.500
ATTENDANTS PROFILE: Socially connected males ages 18 to 35.
Even economic crisis reduce Axe primary consumer attention (socially connected urban males ages 18 to 35), and are now more interested in discounted prices, the brand decided to continue with its strategy based on the naughty image. In this occasion was the brand the one that select the guests. The event consisted on exclusive parties in a branded vessel travelling Spanish Mediterranean coast, as it is a place where European young people go to find the wildest parties and fun, it’s a synonym of endless nights and sensual parties. The Axe Boat was essentially a sailing Axe discotheque, delivering some of the most modern audiovisual shows with European top djs mixing beats in open waters.
The main objective of the event was to, as a top Unilever manager explained, “really take the brand out of the supermarket shelves”. AXE wanted to be “out in the street” for real. They wanted notoriety and they wanted to give an image of a sexy “overall brand”, not a grooming products brand that uses a specific image. Therefore, having a real party, not a sponsored one, and making people wish to be where AXE was the objective of the event.
Everything, wrapped around AXE sexy image. At first they thought of 6 different cities were to celebrate the party. But…by holding a party on a boat you could take the party to them: Mallorca, Ibiza, Barcelona, Alicante, Valencia and Málaga. But, before the boat arrived, the “AXE Van!” went to those cities’ beaches and dozens of beautiful girls started looking for “worthy men” and “sexy girls”, with only 250 lucky people getting the chance to enter the party. Facebook and Twitter also started working hard and, soon, the AXE Boat party became the phenomenon were everyone wanted to go.
Hence, budget constraints and inexperience made Unilever Spain feel a bit pessimistic regarding the notoriety of their “AXE party”. However, sometimes, you have to turn things the other way round. And that’s how the AXE Boat was born. Instead of trying to compete in “greatness”, AXE would offer a smaller, exclusive party. As wild and sexy as any other, but just reserved for 250 “lucky guests” the AXE Commandos Girls would search for in the beaches. It had to become something where not just anyone could enter.
Social networks had to prove this was happening and this had to be a positive first step in developing a series of annual events related to nightclubbing and AXE themed parties. This was not about products, but the brand itself, AXE was really sexy, not just a logo in a deodorant brand. And Facebook had to demonstrate it!
Even consumers who didn’t actually make it on the boat bragged online that they did, since the parties were so cool. On Facebook, 3.000 (2.500 on Twitter) claimed to have attended when only 1.500 actually made it on the boat.
List the appropriate creative and production credits for this entry:
Agency: Global Events