Massive Impact: Axe presents a DOOH Campaign in Argentina with Taggify
- Brand
- Axe
- Country
- Argentina
- Agency
- Kinesso
- Features
- 3
AXE faced the challenge of effectively engaging Generation Z males in Argentina to promote its new deodorant line. The goal was to create a memorable brand presence that resonated with this demographic, leveraging outdoor advertising in high-traffic areas frequented by young adults.
Axe's strategic approach leveraged Taggify's DSP platform to deploy a two-month DOOH campaign across Argentina. The campaign utilized a mix of Big LED screens, totems, and shopping center displays to effectively reach Generation Z males. By focusing on high-traffic areas frequented by young adults and aligning with the popular figure Bizarrap, Axe ensured its message resonated with the target audience. The programmatic execution allowed for precise demographic targeting, optimizing ad spend and maximizing impact.
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.
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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.
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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 fragrant. 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.
Massive Impact: Axe presents a DOOH Campaign in Argentina with Taggify
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