This AXE for Women Campaign Gives Girls a Fighting Shot at Love
Laura McQuarrie — November 10, 2014 — Marketing
References: axeivanovo.ru & vimeo
In order to promote a new AXE for women product, the Hungry Boys creative agency set up a campaign that had the potential to revolutionize the lives of hundreds of Russian women.
It can be difficult to stand out in a sea of women, but this is especially true if you're a woman living in Ivanovo, nicknamed Russia's "city of brides" because of the extremely high ratio of women to men. When women in Ivanovo picked up a can of AXE Anarchy in-store, they were given the chance to win a ticket out of the city and straight to Moscow, where there's a far better chance of finding chemistry with a guy. As well as there being less competition, being armed with the alluring scents of amber, sandalwood and vanilla is bound to make some guys weak in the knees.
It can be difficult to stand out in a sea of women, but this is especially true if you're a woman living in Ivanovo, nicknamed Russia's "city of brides" because of the extremely high ratio of women to men. When women in Ivanovo picked up a can of AXE Anarchy in-store, they were given the chance to win a ticket out of the city and straight to Moscow, where there's a far better chance of finding chemistry with a guy. As well as there being less competition, being armed with the alluring scents of amber, sandalwood and vanilla is bound to make some guys weak in the knees.
Trend Themes
1. Promotional Campaigns - Creating unique and impactful campaigns to promote products and engage target audiences.
2. Gender-specific Products - Developing products specifically for women or men to cater to their unique needs and preferences
3. Addressing Gender Imbalance - Addressing gender disparities and creating opportunities for women in male-dominated areas.
Industry Implications
1. Cosmetics and Fragrances - Innovating in the cosmetics and fragrance industry by creating products tailored to specific genders and preferences.
2. Creative Advertising - Creating disruptive and engaging advertising campaigns to capture consumer attention and create brand awareness.
3. Tourism and Travel - Developing travel opportunities and experiences for individuals in areas with gender imbalances to create new opportunities and empower individuals.
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