Unearth Your Thing
After repositioning with their Find Your Magic brand campaign, AXE needed to find a way to focus sharply on product, whilst maintaining their core brand values of individuality and personal style for men.
I worked on developing a unique mobile experience for them to get to know and develop their own look and to discover and learn how to use the products they needed to achieve it. Unearth Your Thing is a psychometric test on mobile that enables men to discover more about their individual preferences and find them a strong look based on their choices.
I worked on the copy which would give this mobile experience the high-end yet witty and irreverent tone that it needed to keep men engaged. The copy also needed to feel like the cultural referencing hit the mark for the audience we were targeting of guys in their late 20s, early 30s.
QUESTIONS
Your style, Sir
Each answer they gave related them to different character types based on their interests, everything from style conscious to more work driven, athletic, introverted, artistic and eccentric individuals. I worked on the matrix behind the psychometric test with UX designers and strategists to work out where the answers would lead users and they type of copy they would engage with to feel AXE got them and their thing.
Each characterful style came with it's own range of AXE products to help achieve the look that goes with it.
Shazamable POS
We wanted guys to be able to access the mobile experience in-store to give POS stand out, so we made use of new functionality from Shazam with their image mode. I worked to create simple visual instructions and messaging to encourage guys to Shazam POS artwork, working closely with Shazam to incorporate the right design features for their app technology to work.
Shazam to get stylin'
Product packaging was also ‘Shazambal’ to offer helpful product info at point of sale.
Shazam the products you need to achieve your newly found style and a 60 second ‘Instagroom’ video plays on your mobile, showing you how to achieve your new look using AXE products.
