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Axe 'click'

Date of publication: September 17, 2006

Catalogue: Congress 2006: Foresight

Company:

Authors: Andy Bloor, Alistair Millar, Jem Fawcus

Abstract:

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation. A multi-layered approach comprising desk-research, expert interviews and consumer groups validated the core communications idea without a single script being researched. Creative use of filming techniques then ensured buy-in at every level.

Andy Bloor

Author

This is a long description of some author details.

Alistair Millar

Author

This is a long description of some author details.

Jem Fawcus

Author

This is a long description of some author details.

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https://ana.esomar.org/documents/what-makes-people-like-and-click-on-an-internet-banner