Even though not everyone is in favor of the rather “macho” tonality, I still feel that the new AXE “Bom Chick Wah Wah” campaign shows how a brand can run a nicely integrated campaign.
The centerpiece of the campaign uses the humorous effect of the “Bom Chicka Wah Wah”tag which is meant to evoke the fairer sex’s response to the product, which are the eight new bodysprays that Axe is offering.
The campaign, primarily targeted at 18-25 yrs. males consists of several elements.
or one a series of TV commercials which show women in different parts of the world going through their daily routines when they suddenly smell a man wearing the improved Axe body sprays. Once they smell the fragrance, they can’t control themselves and feel compelled to blurt out “Bom Chicka Wah Wah.” Print ads say, “We’ve improved all the fragrances. Now with added ‘Bom Chicka Wah Wah’.”
Axe/Lynx: Dinner Party
Furthermore theAxeeffect.com, which features music and videos from an all-girl band called “Bom Chicka Wah Wah,” organized for the campaign (a bit like the Pussycat Dolls).
Promotional, POS and on the ground activities include: Sixty-foot-tall, inflatable Axe body spray cans that will be placed for a couple of weeks each in Chicago, Los Angeles and Baltimore over the coming weeks. The cans have, at their bases, transparent walls, and “moonwalk” style inflatable trampolines within. So-called “Axe Angels,” bevies of attractive women, will jump about inside the inflatables as an evocation of the “Bom Chicka Wah Wah” effect. The company will also run sampling and online projects nationwide.
Unilever says “It’s really about how Axe helps guys get the girl. We want it to be funny engaging and humorous”.
…Personally I am not a big fan of the AXE campaigns, but I like the “Bom Chicka Wah Wah” sound logo on this one!