The document provides a 12-month PR and social media strategy proposal for launching AXE2012 - Final Edition in Indonesia. The strategy involves 4 phases from December 2011 to December 2012 with the themes "Prepare for the end of days", "Originality", "Freedom", and "Possibility". Key elements of the strategy include social media activation, campus roadshows, photo contests, video contests, tie-ins with sports and music events, monitoring and evaluation of media coverage. The goal is to build awareness of AXE2012 and position it as offering freshness, confidence and opportunities for young Indonesian men.

1. AXE : Prepare for The End
of Days
A Strategic PR and Social Media
Planning For Launching AXE 2012 –
Final Edition in Indonesia

2. Background
Axe was first launched in 1983 in France.
• As millions of French guys can attest to, the Axe brand was such a hit that it soon was rolled
out to other countries, enjoying multiple successes spanning over 2 decades now
Axe is currently available in over 60 countries, and is the number one
male deodorant brand in European and Latin American markets, with
increasing presence in the US (known as Lynx) and Asia
• In Indonesia, Axe is the leader of male deodorant segment.

3. Brief
We are invited to make a 12 month PR and Social Media
Strategy proposal for Launching AXE2012- Final Edition
which will be implemented for the 3 month campaign
phase from December 2011
Hint : We LOVE Creative execution
- The Interest spot:
- Prepare yours for The End of Days
- We should ensure all campaign aspect are relevant to our consumer AND
different to everyone else – especially our competitor
Axe Essence :
-Animal Instincts
- Grooming for guy
- Spray more, and get more

4. What do people think about
AXE ? AXE , The Sweet
ones
Spray you, Get
me
AXE is Awesome
AXE not only
Symbolized Sexy,
It truly Sexy
Long day
protection, It
means AXE

5. Body spray in Indonesia
The existing of body spray in
Indonesia since 1980’s
In Urban community more
popular than villagers
community
Become young, fresh, and
confident. It’s the self-
motivation in using body spray

6. They are value conscious: they are willing to pay more for
higher quality ingredients – even during downtimes – if they
can see the value of the products in their lives.
Source: http://blog.nielsen.com/nielsenwire/consumer/winning-the-hearts-of-indonesian-consumers/

7. When will they buy pricey
body spray ?
If I want go If I want When If I want
to cinemas If I want feel feel fresh
I’m
with my feel confiden along
Single
girl friend different t day
If I want
feel
handso
me
If I have When I
the meet my
money client

8. Competitor Analysis
- Brand position as - Brand position as - Spray and you - Long lasting
the famous sport the famous will get the long- protection against
equipment deodorant is their lasting is their seat and odor is
- Many stores advantages guarantee the guarantee of
nationwide are - Supporting the - Fresh is their the product
selling this product sport event product essence - Popular as the
-New product with - Have an active -Recorded as the men’s cologne
best significance fan page in closely first existing - Many stores
development with the audience cologne in nationwide are
report Indonesia selling this product

9. SWOT ANALYSIS
STRENGTH WEAKNESS
- Mostly popular in - High price
men - Imaged as the
- Imaged with exclusive cologne or
sexiest and exotic body- spray
OPPORTUNITY THREAT
Growing number of New innovation and
fashion-consciuos up to date of natural
people issues

10. Conclusion
The challenge to market AXE 2012 – Final Edition
in Indonesia is the association in people’s mind for
be more fresh and confident . Therefore, AXE 2012
must be marketed as more than just cologne, but
a cologne with good value: “Prepare for the end
of the days”
What benefit can AXE2012 give to you? Well, it could be
the need to be fresh, the need to be young (which
include narcissism), and the need to look good and
appreciated. All of these are the unmet needs of the
target market as the gap that AXE2012 can fill.
All people engagement activities in this campaign
should fulfill the target market’s needs: to be fresh (let
them create something by themselves), to be young (let
them have fun with their friends), and the need to look
good and appreciated (let them show off and win).

11. The strategy

12. Objectives
• Build the Awareness of “Axe2012 – Final edition” and its
A association to added good value amongst public and media
• Build Interest to learn more on the benefits of the product and
I choose “Axe2012- Final edition”
• Build Searchable content to feed target audience’s interest
S
• Encourage Action – Participate in Havaianas’ programs, chose
A Axe2012- Final edition and endorse Axe2012- Final editiom
• Facilitate target audience to Share their Axe2012- Final edition
S experience

13. Target Audience
Young
Male Urban
(13-35 yo)
Gadget Fashion Middle –
freak conscious High income
Digital International
Music lover
literate exposure

14. Proposed Key Messages
AXE2012:
Prepare for the end of day
Functional Emotional
Long – I feel “fresh
Feliz Fin I’m
lasting Comfort and
Dei Mundo confident
protection young”

15. Timeline
Preconditioning Branding Penetration Launching and
Stage Image Stage Maintenance
Stage
Dec11- Feb12 Mar- May12 Jun- Aug 12 Sept-Dec
12
Prepare for Possibility
the end of Originality Freedom for the end
day of day

16. Communication Strategy
Prepare for Possibility
the end of Originality Freedom for the end
day of day
Prepare for Facebook YouTube
Social Media
the end of Photo Video
BUZZ
day Contest Contest
Viral Media Campus AXE2012-
Activation Arrangement Roadshow Cafe
Journalist Fashion
Teaser Ad Flash Mob Writing Column
Contest Writing

17. Round One: December
2011
January
2012
February
2012
Prepare for the
end of day
Background:
The end of the day is the
day which should we
face it with the full of
happiness but Today
people think that the day
will be a nightmare. Only
with AXE2012 , The end of
the day is a moment
which we waiting
together and we can
happy after we face it

18. Prepare for the end of day

19. Activation
Hidden Giant Axe bottles
everywhere!!!

20. Activation
Giant balloons (bodyspray-shape)
hanging from malls stating:
“Are you ready for the end of day?”

21. Suggested Location
Giant AXE Giant Balloons
Grand Indonesia Cilandak Town Square
Pacific Place Gandaria City
Mall of Indonesia Plaza Senayan
Central Park Plaza Semanggi

22. Social Media Activation

23. March April May
201 2012 2012
Round Two:
Originality
Background:
Genesis. The origin is the
source where everything
starts before things are
imitated and lose its
originality. Now the
original AXE or Lynx
2012 has finally arrived
to the land of the
islands, Indonesia.

24. Social Media Buzz
The Strategy: Creating buzz in twitter by
using thematic tweets posted by paid
tweeters
Who are they? Paid tweeters are selected
based on their popularity and influence in
tweeter, and on their personal brand
What can they achieve? Creating
curiousity among tweeters as a
preconditioning before the launch event.

25. Thematic Tweet Strategy
Phase 2: The
Phase 1: Prepare Phase 3: How Axe
dangerous of the
for the end of the solve the
end of day if you
day problems
are still single
Phase 5: A man Phase 4: Giant
Phase 6: AXE2012
was running which hidden AXE
launch at Taman
pursued by sexy bottles
Suropati
police woman everywhere

26. Pre- Launching Event

27. Launching Event

28. Launching event concept
Taman Suropati
Location
12 December
Time 2012
Music concert,
Talent show, Axe
Entertainment Bazaar, and food
Bazaar
Target visitors 1,000+
Twitter
Invitation Registration

29. Grand Launching
• Press Conference
Media • Fashion spread on Lifestyle Magazines
• Engage the designer of men clothes to
supporting the launching event
Femina Her World Go Girl
Fit Female Gadis
Cosmopolitan Cleo Kawanku
Harper’s Chic Aneka YESS
Bazaar In Style High End Teen
Elle Cita Cinta Dewi
Marie Claire MORE

30. Activation
FLASH MOBS! – Builds Anticipation for
the brand
Sexy Police women was breaking out
in public transportation for search the
bad smell-men at:
Where? Thamrin
When? Traffic jam

31. August
June 2012 July2012
Round 2012
Three:
Freedom
Background:
AXE2012 is more than just
a body spray item. It is an
identity. It is about being
confident with who you are
whereever you are. It’s about
the freedom to be fresh and
young. It’s the freedom to be
you.

32. Media Power
TV Program 30’
Lifestyle Journalist
Column Writing Writing Contest Build in
Content
Ade Rai Urban
Print Lifestyle
Trend
Ivan
Gunawan
Lifestyle in
using body-
Electronic
Tomtjok spray
advises

33. Facebook Photo Contest
 Upload photos of you with your Axe2012 to Axe2012- Indonesia
official facebook page.
 Tag as many friends as possible to make them like the photo.
 The photo with the most likes will win prizes eg: 3D2N trip to
attending on London

34. Campus Roadshow
 Road shows at various
high schools / universities.
 Activities include:
 Basket Street ball competition
 Futsal competition
 Street Dance
 Capoeira Performance
 Band Competitions
 Having a “AXE2012
Campus Search” for
Mister Campus AXE2012

35. Mister Campus Axe 2012
(Brand Ambassador)
1) Having a search for Indonesian Mister Campus 2012
2) Criteria include: Smart, Young, Sporty, Fun  be able to
embody what AXE2012 is all about

36. Round Four: September
2012
October
2012
November
2012
December
2012
Possibility
Axe2012 brings many
possibilities.
The possibility to get a
new friend.
The possibility to get a
new crush.
The possibility to get a
new job.
The possibility to get new
opportunities as well as
new problems.
Now, it’s up to you to
make good use of the
possibilities.

37. YouTube Video Contest
 Theme: The Good Value 0f AXE2012 “
Prepare for the End of Day”
 Video winners with the most views / likes
(and by judges discretion) will be sent to
Brazil to watch the World Cup in
2014

38. AXE2012 Café

39. By opening a 3-months-only AXe2012 cafe in a mall in Jakarta,
this will create another cultic experience for all AXE2012 friends.
AXE2012 café

40. Comparison Case Study:
Magnum Café

41. Comparison Case Study:
Magnum Café
 Situated at Grand Indonesia, Magnum Café has experienced
huge success, riling up the public’s enthusiasm & love for
Magnum
 Being a pop-up store which opened from March-May 2011
create the public perception that this is an experience not to be
missed
 Result: People are willing to queue for hours just to get the
“sweet escape” experience

42. Comparison Case Study:
Magnum Café
 Reviews on the success of Magnum
Café as a phenomenon in Jakarta:

43. AXE2012 Café
 Axe2012 can adopt the same strategy to build public’s
enthusiasm towards the brand
 The Axe2012 café can be a pop-up store for 3 months
 Menu served can be a fusion of Western, Indonesian until
Magnum Ice Cream will be offered .
 Of course, we have special booth which offer AXE2012
with the special price for the patron

44. Media Power
• Featured in Special Edition:
Media
• High Lifestlyle l
• Bridal edition
• Off-air fashion talkshow
• Hard rock fm
• Kosmo Klub

45. Activation
Tie-in with •NBL
•PON 2012
Sport events •Badminton Indonesia Open
Tie-in with •Beach events
youth-centric •Day-club events
•Outdoor bazaar
events
Tie-in with •SCTV Award
•MTV Music Award
Awarding •FFI Award
Night •Grand Final Indonesia Idol

46. Other ideas

47. Monitoring & Evaluation
Media Monitoring & Analysis
To monitor media coverage: reach, tone
and sentiments, delivery
Program Success Evaluation
“Lessons learnt”: planning v implementation,
challenge, acceptability, key success factors
Evaluation will be used for future programs

48. For your consideration

49. INVESTMENT
• Press release distribution (as needed)
• Photo release distribution (as needed)
Media Relations • Exclusive interview (1x/month)
& • Media arrangement , concept & content in all 4 phases
Strategic • Journalist writing contest arrangement, concept & content
Communication
• Lifestyle column writing arrangement(1x/month) – exclude
Concept
KOF fee
• Social Media concept & content advises
• Activation concept & advises
Media • Daily monitoring (exposure & summary)
Monitoring &
Analysis
• Valuator of News (ROI)
• Monthly Analyses & Report
Offer exclude the expenditures for the third parties
Offer exclude production cost & arrangement for activation
Offer exclude building the social media & celebrity tweet
Offer are based on retainer fee per month during the project’s timeline
Offer can be customize and negotiate based on the client’s need

50. AXE TVC
Axe commercial Noah Ark (2011) - YouTube [freecorder.com].mp4

51. Thank You
HAVE A NICE HOLIDAY AND GOOD LUCK FOR
YOUR INTERNSHIP GUYS !
WE PROUD TO BE PR 2009