axe web series: kostan ax/3

BACKGROUND

AXE is entering Indonesian market with its new globally crafted campaign Find You Magic while also launching its men’s grooming product.  In global campaign, Find Your Magic should be stressed in complete individual uniqueness. But little tweak is needed in Indonesian campaign, as Indonesia’s society still hold collectivism dearly.

How to inject the Find Your Magic essence and make it relevant to Indonesian target market. To note, young guys in Indonesia doesn’t take grooming as an important routine. They also lack of confidence, as they still perceive good looking guy is someone athletic and muscular.

WHAT WE DID

We understand that people’s opinion still matters in Indonesia, thus we involve the opposite sex to nudge and send the message. We create a message that all girls love guys who’s clean, got great personality, with a dash of confidence. So, instead of demanding them how they should be like, we invite them to gain their own confidence through “Find Their X with AXE” with a hope for them to discover and build their own uniqueness.

Therefore, the new Axelerate 3.0 webseries was born. “Kostan A/3” is a relevant story that take into account their real-life environment; about 3 young guys, broke, lacking in personal hygiene and confidence, poor luck in love. They’re mentored by one big guru, that represents the AXE guy. This guru will coach them to find their x with AXE so they can find their own confidence.