Practice Court
In collaboration with Fred Van Vleet and a variety of different influencers, theRaptors and AXE created a program that transcended traditional media. Fans had the opportunity to sign up to be entered into a competition held at the Raptors practice court which was entirely branded with AXE’s new product AXE Wild in mind. To generate attention to the campaign influencer and athlete content was created to challenge fans. Selected fans had the opportunity to try to hit shots that Toronto Raptor, Fred Van Vleet made during the team’s 2019championship run at the AXE branded practice court to win a VIP Raptors experience.
THE PROBLEM
AXE has had difficulty reaching their younger target market as they are not receptive to traditional media tactics. They needed to drive awareness for their new product line in a culturally relevant way.
THE ASK
Help launch AXE’s new product, Wild AXE, by tapping into the most culturally relevant basketball property in Canada, the Raptors and provide an unforgettable experience to fans.
CREATIVE INSIGHT
Axe is bringing fans a Wild new product line – one that is almost as wild as the experience of being a die-hard Raptors fan.
THE IDEA
AXE Practice Court. – A collaboration between AXE and the Toronto Raptors, centered around giving fans the opportunity to experience what it feels like to be a pro by playing at the newly wrapped AXE practice court.
The
Results
THE Results
This is the power
of partnerships
