Campaign details
Brand: AXEBrand owner: UnileverEntrant company: Mindshare TaguigMarket: The PhilippinesSector: Deodorants, anti-perspirantsMedia channels: Mobile & apps, Online video, Radio & audioBudget: Up to 500k
Executive summary
Digitally native, emotionally in touch, highly engaged, and politically woke. These are distinctive traits of Gen Zs. In Phillipines 78 percent of Filipino Gen Zs and millennials, like past generations, believe music connects people and cultures. To find a way to reach the "always online" Gen-Z crowd, Axe teamed up with Spotify, Philippines's #1 streaming platform, to appeal to this...