Kinesso · Axe · Argentina
Massive Impact: Axe presents a DOOH Campaign in Argentina with Taggify
Taggify's DSP platform provided Big LEDs screens, totems, and shoppings for Axe's two-month campaign.
Partners
Deodorant brand AXE launched its outdoor advertising campaign in the provinces of Buenos Aires, Córdoba, Mendoza, Tucumán, Corrientes, Neuquén and Santa Fe.
THE CHALLENGE
AXE sought to promote its new deodorant in partnership with Bizarrap in the minds of its target audience, Generation Z men (teenagers, young men, and adults). It partnered with the Kinesso agency to meet its goal and used the following advanced tools from Taggify's programmatic platform.
THE SOLUTION
- Demographic targeting: AXE segmented the audience on Taggify's platform so that its ads would be shown only on screens that its target audience, young adults in Generation Z, were cycling through, impacting at the right time and optimizing budget spend.
- Innovative creatives: AXE was able to alternate content in its ads, better capturing the attention of passersby. The creative highlighted the bold and modern essence of AXE deodorants, keeping the brand identity at the center of the display.
- Collaboration with influencer: The new line of products advertised with the musician and producer, Bizarrap, features a body spray and antiperspirant to keep young people fresh and impeccably fragrance. The strategic placement of the campaign on Taggify's DSP included displays in the vicinity of stores where Axe products are sold, which drove the purchase action.
As a result, Axe's campaign achieved more than 5 million impacts. The association with the figure of Bizarrap and the use of outdoor advertising in strategic places where young people circulate reinforced the brand's presence as the first choice in the Argentine market.
