After (more or less) the flurry of brand activations before, during and after SXSW, it's time for Lollapalooza activations. Some are simple and obvious, others megalomaniac… but some with interesting purposes:
After a while away from major activations, the AXE is back with a new message that involves the culture of xaveco (it's... it's a culturea) and “matching game”. The brand returns with the mission of encouraging boys of this generation, who face various insecurities in personal relationships, to flirt (yes, increasingly normal and worrying): “coming home smelling good” crush.
Focused on generation Z, it is an activation in connection with urban culture, specifically rap, hip hop, trap and funk.
The mission is simple: to encourage matches between young people within the music event. To this end, the smells of their iconic deodorants will be explored in tune with the pulsating beats coming from the stages.
At Estação AX, the public will have the opportunity to watch xaveco rhyme battles inside the brand's stand. In a fragrant environment, MCs from Batalha da Aldeia will do battles within the space with powerful rhymes, giving insights valuable for contact. During the three days of the festival, MCs Alva, Levinsk, Mikezin, Vick Versos, Bask and Devilzinha will pass through the AX station, strengthening the rhymes within the brand's area.
In the lounge, Estação AX turns into a stage and the public will have the experience of being an MC for a day, dueling, in a karaoke format, in a battle of xavecos.
On the tracks and on the Lolla lawn, identified “promoters of Love” will circulate looking for young people with potential interest in making emotional connections. The brand will look for people who don't know each other, but who have the potential to be a match for a framed photo.
“'Get along' in crush It generates a certain insecurity in young people, something transgenerational. And in that decisive moment of investing in your crush once and for all, smelling good is a determining factor in getting together. As an iconic brand among men, we want to participate in Lolla, encouraging match and generating memories with images and good smells” explains Viviane Ramos, Marketing Director of Deodorants at Unilever, which controls the AXE brand.
To complete the experience combo, three cars, or better yet, three “tAXEs” will circulate on the streets of São Paulo in search of single hearts on their way to the festival and willing to board a fragrant car with good music to make the atmosphere even more favorable. to unlock the grip.
Cheering for the Youth!
POR 
ENG