International Mobile iAd
Concept, UX/UI Design, and Post-Campaign Analysis
AXE created a global competition to raise awareness for the launch of their new product line, AXE Apollo. This iAd is a piece of the international integrated advertising campaign to promote the competition and product line.
The experience begins after users click on a banner ad, where they are brought to a virtual astronaut training camp to prepare for the competition.
Landing Screen: Mission Control
Upon arriving, users chose to begin their astronaut training or watch videos to see how "nothing beats an astronaut, ever". AXE users like to explore, and this interface gives them the perfect playground to do so.
Mission 1: Awareness
The astronaut training begins with a briefing on the international AXE competition. Overcoming technical limitations where users were unable to signup for the competition within the iAd, their first mission was to send themselves an email reminder to do so later.
Mission 2: Gamification
As part of their training, users master zero gravity (leveraging the native gyroscope technology) while collecting AXE products.
Mission 3: Product Education
Floating in the locker is the AXE Apollo product line, where users can read more about each product and "learn how to smell like a hero".
Mission 4: Customizable Shareable Content
In the final step of their astronaut training, the users unlock their last mission to download and share their personalized Astronaut License.
Easter Egg: Exclusive Downloads
Curious users who discovered the easter egg on the homepage are rewarded with four wallpaper downloads and a 360º view of fake AXE-stellations.