AXE & Krasava Chill at The International Winstrike Agency
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Special Projects
Task
1. Build a strong communication with the target audience of 14-30 y.o. 2. Increase the target audience's understanding of the AXE product. 3. Create engagement in brand communication. 4. Encourage your audience to try the product.
Ideas and solutions
During one of his episodes popular YouTube football blogger Krasava (Evgeny Savin) was inspired by a passion for gaming of one of his guests. This story got into the gaming community and AXE, that has a great expertise in esports with its «Find your magic» campaign, noticed it and decided to help Evgeny. Evgeny Savin was a professional footballer who «found his magic» and relaunched his career as a Youtube blogger KRASAVA. Project was created as a response to the Krasava episode and wasn’t planned. Axe sent Krasava right into the heat: to the most prestigious esports tournament — DOTA 2 World Championship The International in Shanghai with over $34 million prize money — where he could take a fresh look at the gaming industry. To deeply engage Krasava’s audience AXE launched several interactive activations. At first users proposed challenges for Krasava and he completed the most interesting in his last video. After that users could check their esports knowledge with «fact or fiction» test. This allowed us to collect a fairly impressive CRM base: more than 3000 people who signed up for future brand projects. Evgeny Savin learned so much about esports that he became the host at one of the biggest esports tournaments - BLAST Pro Series Moscow in 2019. Media results: 5 Million views, 1 200 challenges received, 22 000+ users passed the test (ITR 25%).
