Objective Campaign :
The brand was looking for an OOH product that could reflect the name of the product: a limited series of AXE named "Fresh Forest & Graffiti". The idea of a giant graffiti wall handpainted that also incorporated 3D vegetals seemed perfect for AXE.
The city centersof Ghent and Antwerp have been selected as perfect sites to reach the young target
Media Characteristics :
The mural is a totally specific OOH product. A realization 100% by hand ! The painting time is part of the communication and allows a progressive revelation of the brand and in this case the perfume of the bodysprayAXE.
An area of 130 m2 was painted in Ghent, facing the Vooruit and a surface of 40 m2 at the Leopoldstraat in Antwerp. The creation took a short week followed by 4 to 5 weeks of exposure.
Reason best Practice :
Beyond the great satisfaction of the advertiser, this type of realization in OOH revives the artistic dimensions of the OOH and offers advertisers the opportunity to integrate urban art, emotion and ephemerality.
These are arguments that appeal to the selected target of 15-30 years. We believe that this type of product raises the level of OOH in Belgium while ensuring good performances on social media