January 24, 2013

POSTED BY

Calum Harbison

CATEGORY

Axe Wants to Send You to Space

new york branding sports graphic design

The male grooming brand AXE, known as LYNX in some parts of the world, is attempting to go where only an elite few have gone before. AXE are offering consumers the ultimate ‘out of this world’ experience – a trip to space, linking in with the launch of their new …

new york branding sports graphic design

The male grooming brand AXE, known as LYNX in some parts of the world, is attempting to go where only an elite few have gone before. AXE are offering consumers the ultimate ‘out of this world’ experience – a trip to space, linking in with the launch of their new product range, ‘AXE Apollo’.

new york branding sports graphic design

In order to recruit for this amazing opportunity AXE have created, with the backing and support of space legend Buzz Aldrin, the Axe Apollo Space Academy (A.A.S.A). From the start of January fans could join the A.A.S.A at AXEApollo.com for the chance to compete for one of twenty two tickets for a flight with the international space agency, Space Expedition Corporation (SXC). With the campaign focusing around the idea that ‘There’s no bigger hero than an astronaut’, AXE wanted to give fans an adventure unlike any other. In the biggest product launch in its 30 year history, AXE is asking fans from sixty countries in forty five different languages to sign up to the A.A.S.A by creating an astronaut profile and telling voters why they deserve to go into space. The top ranked fans will qualify for a challenge in their local country with the one winning candidate progressing to the AXE Global Space camp in Orlando, Florida. The final twenty two space travelers will then be selected through various space-simulation challenges.

new york branding sports graphic design

AXE have partnered with one of the first space tourism companies, Space Expedition Corporation (SXC), to make this campaign a reality. The winners of the A.A.S.A competition will travel into space aboard the suborbital spacecraft, aptly named, the Lynx. The Lynx suborbital craft takes passengers more than a hundred kilometers into space, achieving astronaut status.

new york branding sports graphic design

To promote the launch of the A.A.S.A competition, AXE have created some really interesting creative video ads (featured below this article), based around the humorous idea that ‘nothing beats an astronaut’. There have also been country specific promotional campaigns, with one such being a group of twenty astronauts arriving in London, making appearances at various iconic landmarks such as Trafalgar Square and Buckingham Palace. This creative ambient approach to the promotion rounds off a ground breaking campaign to launch AXE’s new Apollo range.

With SXC’s prices for its suborbital flights on the Lynx spacecraft starting at $95,000, this competition could be a very cost effective way of fulfilling any childhood dreams of becoming an astronaut.

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