Create an event activation that will bring awareness to the AXE Ice Chill Deodorant’s USP “cools your skin by 6°C”, while driving sampling of the New AXE Ice Chill Deodorant.
Enter the Cool
Turning the entrance of an event into a scented misty tunnel that cools people down and hands them samples of AXE Ice Chill before they enjoy the festivities.
Product: AXE Ice Chill Deodorant
Element: Activation User Journey
Writer: Tshepo Molefe
Title: Enter the Cool
We install a mobile AXE Ice Chill scented misty tunnel at the entrance of each event.
A light mist with the AXE Ice Chill fragrance will dispense as they walk through the tunnel, cooling them down as they enter the event.
As the people are being cooled down, we will play vibey music in the tunnel that will put them in the mood to party. (e.g. Nasty C’s music)
The music will also encourage the people to organically dance and have their photos and boomerangs taken as they are dancing to the music.
At the end of the tunnel, an AXE Personnel will show them how to share their pictures and boomerangs on their social pages under the hashtag #EnterTheCool and will hand out samples of AXE Ice Chill deodorant.