gavin may, bbh
jimi hendrix
bringing freshness to what you do
the presentation
fresh approach to comms development
most successful ever new variant launch
a global youth craze
our hendrix moment
freshen the npd process
hardwire consumer insight and comms thinking into the product idea
fresh promise
centred on guys interaction with guys, not girls
fresh creative idea
the challenge
new variant launches were in decline
make this the most successful launch ever
1. freshening the npd process
the old npd & comms development process
product name & packaging developed by client
>
planning develop conceptual product idea, based on insight into the mating game
>
creatives briefed with this name and product idea
>
creatives produce comms idea and advertising
we can’t keep using this same process and get a different result
flipped the first two:
planning develop conceptual product idea, based on insight into the mating game
>
product name & packaging developed
2. freshening the promise
not just getting the girl
getting knowing glances
still equally valued
the product idea
moments of instant connection
>
click (short and snappy, translates well)
>
girls will click with you when you wear axe click
how competitive guys could be, particularly when it came to girls
what we also observed
guys are competitive with each other—they like to keep score
>
about guys & guys, not guys & girls
>
score more clicks than your friends
guys love stats
in the mating game, that’s particularly true
keep score of girls they kissed or slept with
guys were smirking in the corner in agreement
the creative brief
3. a fresh creative idea
a clicker
addictive to play with
a sense that guys would love them too
getting these into guys' hands
a more powerful means of communicating
the campaign ambition
the clicker
keeps score of your clicks
>
create a clicking craze
something that resonated globally
groups and friendship pairs
what kind of things do you keep score of?
validating the idea with young guys
4. freshening the plan
local markets had to have the right tools to create a craze
task based campaign plan
seed>make the clickers desireable and seed the idea of keeping score
inspire>establish the campaign idea and communicate the product promise
involve>get clickers into guy’s hands and create forums for them to get clilcking
social currency around them
clickmore.com
results
objectives
create the most successful new variant launch ever
biggest ever selling axe new variant
double digit growth globally
comms objective: create a craze
4 million clickers distributed
11 million visitors to website
2 million pounds of free pr
standard way new variants are developed
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