AXE Cleans Up on the Set of The World’s Dirtiest Film
Craftsmen Industries completed a four piece display for the launch of AXE Presents The World’s Dirtiest Film. GMR Marketing approached Craftsmen Industries with the creative and conceptual idea for their client, AXE Shower/Unilever. The tour objectives were to:
1. Help increase unaided awareness of AXE shower gel
2. Drive recognition of new Shower Gel packaging
3. Increase consideration of AXE Shower Gel for males between 18 - 24
4. Drive clean credentials – AXE Shower Gel gets you clean
Craftsmen managed to bring GMR’s concept to life in six short weeks.
The first component, Dirty Roll, was a 53-foot drop frame, platform trailer that resembled rolling hills. An extension was used to widen the trailer. A shortened frame trailer was set up directly next to the Dirty Roll providing a platform for visitors to view the roll downhill on top of liquefied mash potatoes. Craftsmen built a pumping system in the trailer to pump sludge from the bottom pit of the hills back up to the top.
The second component, a 14 ft. Human Sundae was built using foam/urethane. The sundae was transported on a tilt trailer from destination to destination. Visitors used stairs to access the inside of the banana boat, while colorful toppings dropped from eight overhead dispensers.
The third component, Artsy
|
|
Fartsy, was constructed using Plexiglas® panels and aluminum. As paint was dispensed, visitors created abstract paintings on the blank canvas with parts of their body.
The final component was a 40 ft. gooseneck, Plexiglas® body trailer completely transformed into a shower. Craftsmen Industries built a complete portable plumbing system for this unit, the only requirement for each location is water.
The AXE Shower Gel brand continues to set precedence in the industry by increasingly engaging consumers in the brand through live activation and experiential marketing that no other brands can replicate. The campaign reached consumers in a 360° surround. It combined mass marketing, consumer generated media, branded entertainment, live activation and a sweepstakes promotion into one tight and fully integrated campaign.
The measurable results were as follows:
- Over 415 user generated content videos were submitted to the site by consumers wanting to end up in the world’s dirtiest film
- Over 1,000,000 online downloads of the final cut of the world’s dirtiest film
- Over 10,438 WDF Sweepstake entries from itv, website & event submissions
- An average of 17 minutes spent going through the footprint by consumers
- Over 1,465,000 event consumer impressions
- 8 in 10 said the event was ‘awesome’ or ‘really good’ (CMI)
|
|
|
Artsy Fartsy, gave attendees an opportunity to express themselves on the Plexiglas® panels.
A 14ft. life-size Human Sundae dispensed toppings onto the attendees.
Footprint on the set of AXE, The World's Dirtiest Film.
Dirty Roll, a 53-foot drop frame, platform trailer resembling rolling hills.
|
