Axe 'click'

Date of publication: September 17, 2006

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.

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