answer question 12-13 qith a whole page reponse

designed to help inspire guys and give them the tools to achieve their own unique tamen search for most online, from how to style a mohawk to getting your tie just right. "Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes," said Matthew McCarthy, senior director of Axe & Wen's Grooming for Unilever. "We've been part of guys' lives for decades, and Axe Champions real guys and the unique traits that make them attractive to the world PIOEN PHOENIX 211 DIE Photo: Christopher Gardiner/Shutterstock AXE AXE AXE PHOENIL Axe is the brand that became famous trying to help guys get ahead in the mating game. But a new campaign changed the game, declaring to men: "The magic isn't in the can, it's in you." Axe chose this message because it reflects emerging cultural definitions of masculinity, dating, and what it means to be attractive. The campaign was fully integrated across several media-television, cinema, out of home, print, and display advertisementsand included a new Instagroom series, magic." These 15-second videos were designed to answer style and grooming questions around them. RT 4 PRINCIPLE: MEDIA IN A WORLD OF CHANGE On the inspiration behind the "Find Your Magic" campaign, 72andSunny Amster- dam executive creative director Carlo Cavallone said: "Axe has always been at the forefront of culture. With Find Your Magic we're out to liberate guys... and empower them to be the most attractive men they can bethemselves." The message is that we all have our own "thing"something special that makes us attractive to the world, whether it's your walk, your talk, your smile, or your style. It's your magic. 72and Sunny also produced a short film that is a manifesto on modern masculinity. It, too, aligns the brand message with Unilever's Dove brand, which has been defying stereotypes and reinforcing the message of individual beauty in women for a number of years. As a fully integrated campaign, Axe and John Legend are continuing the Axe Collective to elevate musicians and filmmakers and help them showcase their magic. Aspiring creators can visit Axe.com to learn more about a chance to be mentored by John Legend and to be featured at an event during SXSW or the Toronto International Film Festival The campaign was designed to play better with millennials and stand apart from prior Axe ads. But did it work? You will find more about the marketing effects of Axe's campaign at the end of the chapter in the It's a Wrap section. 157 AXE Axe Cleans Up getting 12 percent better viewer involvement in tests on average than ads with stereo typical treatments. "I am encouraged by the overwhelmingly positive response the Axe message has received," said Matthew McCarthy, senior director of Axe and Men's Groom. ing at Unilever. "The Super Bowl is a great place to share this powerful stance on indi years. The "Find Your Magic" campaign is no exception, winning a Clio Award, a Sil. ver Epica Award, and a Wooden Pencil Award from D&AD. These sparkling efforts show the extent to which creative ideas can be applied to a variety of media and contexts, all to achieve the same effect-to sell the product. Since the full campaign launched in January 2016, both Purchase Consideration and Ad Awareness showed a lift as measured by the YouGov BrandIndex. Among men, ad awareness peaked in the second half of February 2016 with a high of 25 percent, and pur- chase consideration increased to 20 percent. A shortened version of the ad appeared dur ing that year's Super Bowl, further extending the message to more than 100 million people. Keith Weed, chief marketing and communications officer of Unilever, points to 76 million online views of Axe's "Find Your Magic" digital and Super Bowl ad as proof of the cam paign's effectiveness. But what about sales? "It's still early days," he said, "but we see it as a success." More broadly, ads that are progressive on gender issues just work better , Weed said conversation w40 Logo: 360b/Shutterstock 12-12. Portfolio Project: Collect three promotional messages from three different types of media. Analyze what you believe to be the target for each piece. Now analyze the medium in which each message appears. Research what you can about that media form to determine its audience. Compare your analysis of the targeting with the reach of the medium. Do you think they match? Explain why or why not 12-13. Mini-Case Analysis: Reread the Axe story at the begin- ning of this chapter. What was the problem this brand faced, and how did that affect the media planning? What were the objectives of both the initial campaign and its follow-up? What was the Big Idea that drove the second campaign, and how did that affect the media mix? Do you think this effort was driven by reach or frequency? Considering all the new media reviewed in this chapter, what other media might Axe use in the next year of this campaign