Axe sets the scent
Cosmetics IV While other beauty companies don't even think about advertising with events, Axe has long since made a name for itself among party people.
Cosmetics IV While other beauty companies don't even think about advertising with events, Axe has long since made a name for itself among party people.
Axe knows how to advertise without being obtrusive. To promote its new Pulse fragrance in Switzerland, the Axe event marketing company launched its own radio station under the name www. pulse-radio.ch almost two months ago, which broadcast music over the Internet for 14 days. DJs, guests and self-proclaimed trendsetters were able to give free rein to their musical style. There was no interruption advertising. Instead, there was lots of music, talk and scene news. "The feedback was very good," says Augustin Mettler, co-owner of the event marketing agency Vogel Szenenmarketing and responsible for the Axe events for the past five years, looking back on the project. Mettler is convinced: "There should be more advertising projects like this."
Even celebrities smell greatThe project was concluded in Switzerland with a major event, the Axe Pulse Night in Zurich's Rohstofflager. Over 1400 people attended the party, which had everything night owls could wish for: Music, free drinks, canapés and, of course, samples of the new product. No wonder celebrities such as former Miss Switzerland Anita Buri, the Swiss retort band Tears and TV presenter Sven Epiney didn't miss the opportunity to celebrate with the fragrance brand.
This was the fifth party for the cosmetics brand. Axe is well aware that parties offer the ideal platform to bring a brand to the trendy people. The highlight of Axe's event strategy was the worldwide Voodoo Party in 1999, at which the label of the Dutch-British beauty group Lever Fabergé and Unilever launched its fragrance for the first time at an event.
"We are deliberately present where our target group prefers to be, namely at parties," explained Axe Marketing Director Muriel Arts at the time. And the strategy is working: since the brand started using event marketing, it has recorded an increase in sales of around ten percent every year.
Fun for sales: Since the fragrance label Axe surprised the trendy crowd with trendy parties, it has grown by ten percent every year.
Axe knows how to advertise without being obtrusive. To promote its new Pulse fragrance in Switzerland, the Axe event marketing company launched its own radio station under the name www. pulse-radio.ch almost two months ago, which broadcast music over the Internet for 14 days. DJs, guests and self-proclaimed trendsetters were able to give free rein to their musical style. There was no interruption advertising. Instead, there was lots of music, talk and scene news. "The feedback was very good," says Augustin Mettler, co-owner of the event marketing agency Vogel Szenenmarketing and responsible for the Axe events for the past five years, looking back on the project. Mettler is convinced: "There should be more advertising projects like this."
Even celebrities smell greatThe project was concluded in Switzerland with a major event, the Axe Pulse Night in Zurich's Rohstofflager. Over 1400 people attended the party, which had everything night owls could wish for: Music, free drinks, canapés and, of course, samples of the new product. No wonder celebrities such as former Miss Switzerland Anita Buri, the Swiss retort band Tears and TV presenter Sven Epiney didn't miss the opportunity to celebrate with the fragrance brand.
This was the fifth party for the cosmetics brand. Axe is well aware that parties offer the ideal platform to bring a brand to the trendy people. The highlight of Axe's event strategy was the worldwide Voodoo Party in 1999, at which the label of the Dutch-British beauty group Lever Fabergé and Unilever launched its fragrance for the first time at an event.
"We are deliberately present where our target group prefers to be, namely at parties," explained Axe Marketing Director Muriel Arts at the time. And the strategy is working: since the brand started using event marketing, it has recorded an increase in sales of around ten percent every year.
Fun for sales: Since the fragrance label Axe surprised the trendy crowd with trendy parties, it has grown by ten percent every year.
Annelies Friedli
