Think back to when you were a child. What did you want to be when you grew up? I dreamed of being a professional football player, a garage man, or an astronaut. I had little “glow in the dark” planet stickers on the ceiling of my bedroom and always asked Santa Claus for a telescope for Christmas. I hoped to walk on the moon one day.
I’m sure there are millions of people throughout the world who shared a similar aspiration. And for 22 of them, Axe is going to make their dream a reality.
To promote Apollo, their newest scent of body spray, deodorant, shampoo, and shower gel, Axe has launched the Axe Apollo Space Academy (AASA, potentially to rhyme with NASA) and AxeApollo.com. Through this academy, 22 people will be given a free one-hour ride to space aboard “The Lynx,” a space plane made by the Space Expedition Corporation that seats one pilot and one passenger.
The contest will be promoted 60 countries and 45 languages. Contestants must be 18 years or older and will create a profile and video explaining why they should be chosen to be the next astronaut. Online voting will decide the fate of 100 finalists, who will be sent to the Axe Global Space Camp in Orlando, FL in December 2013. Twenty-one winners will be chosen based on passing a physical examination and their performance in competitive space-simulation challenges. The 22nd winner will be chosen directly from an online sweepstakes in the United States, which will run from January 9th until February 3rd.
Axe hired astronaut Buzz Aldrin to serve as the spokesperson and head of AASA. In an YouTube video about the contest, Aldrin invited those to register for the opportunity to “leave a man, come back a hero.”
I live by the motto “go big or go home.” Axe is definitely “going big” with this campaign. It’s breaking through the clutter and creating a once in a lifetime opportunity. I think people will participate because the average citizens can’t afford a trip to space. It is worth it to gain interest in the brand when the reward is something of this magnitude.
In just over two weeks, Axe got over 150,000 hits on YouTube. According to Matthew McCarthy, senior director of brand development for Axe in North America, thousands have already entered into the USA sweepstakes, and that should grow during the Super Bowl when a 30-second spot will encourage people to participate.
I think the strongest aspect of this campaign is that it will be global. Aside from the United States sweepstakes, Axe has confirmed that at least one astronaut will come from Canada, the United Kingdom, and the Philippines. There has never been a Filipino astronaut before. Axe is going to take one random person and turn them into a national hero. They could potentially turn the whole island into Axe users, depending on how popular their astronaut becomes. This campaign should generate a global buzz and produce great dividends for Axe.
I’m sure there are millions of people throughout the world who shared a similar aspiration. And for 22 of them, Axe is going to make their dream a reality.
To promote Apollo, their newest scent of body spray, deodorant, shampoo, and shower gel, Axe has launched the Axe Apollo Space Academy (AASA, potentially to rhyme with NASA) and AxeApollo.com. Through this academy, 22 people will be given a free one-hour ride to space aboard “The Lynx,” a space plane made by the Space Expedition Corporation that seats one pilot and one passenger.
The contest will be promoted 60 countries and 45 languages. Contestants must be 18 years or older and will create a profile and video explaining why they should be chosen to be the next astronaut. Online voting will decide the fate of 100 finalists, who will be sent to the Axe Global Space Camp in Orlando, FL in December 2013. Twenty-one winners will be chosen based on passing a physical examination and their performance in competitive space-simulation challenges. The 22nd winner will be chosen directly from an online sweepstakes in the United States, which will run from January 9th until February 3rd.
Axe hired astronaut Buzz Aldrin to serve as the spokesperson and head of AASA. In an YouTube video about the contest, Aldrin invited those to register for the opportunity to “leave a man, come back a hero.”
I live by the motto “go big or go home.” Axe is definitely “going big” with this campaign. It’s breaking through the clutter and creating a once in a lifetime opportunity. I think people will participate because the average citizens can’t afford a trip to space. It is worth it to gain interest in the brand when the reward is something of this magnitude.
In just over two weeks, Axe got over 150,000 hits on YouTube. According to Matthew McCarthy, senior director of brand development for Axe in North America, thousands have already entered into the USA sweepstakes, and that should grow during the Super Bowl when a 30-second spot will encourage people to participate.
I think the strongest aspect of this campaign is that it will be global. Aside from the United States sweepstakes, Axe has confirmed that at least one astronaut will come from Canada, the United Kingdom, and the Philippines. There has never been a Filipino astronaut before. Axe is going to take one random person and turn them into a national hero. They could potentially turn the whole island into Axe users, depending on how popular their astronaut becomes. This campaign should generate a global buzz and produce great dividends for Axe.
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