MTV Networks has signed Unilever’s AXE Hair, launching a massive on-air programming drive in support of the AXE Hair Crisis Relief campaign across MTV, Comedy Central, VH1 and Spike. The effort is the largest on-air integrated marketing campaign MTVN and Unilever have ever executed, encompassing nearly 50 original pieces, that total more than 40 minutes of co-branded creative content developed across the channels. The entire series of short-form and interstitial programming will ultimately drive to a culminating viewing event during MTV’s "See You Sunday" programming block on 3/15.
"This effort with AXE Hair demonstrates not only our commitment to innovative partnerships, but also the scale at which we can execute customized, creative integrations across our brands," said Dario Spina, SVP/integrated marketing, MTVN Entertainment Group.
The truth is, girls care about guys’ hair, but bad hair is hurting guys’ game and they have no idea. So in December, AXE launched AXE Hair — a full line of shampoos, conditioner and styling products that are specifically designed to create hair that guys want and girls love.
The partnership with MTV Networks allows AXE Hair to provide the consumer value in the form of entertainment and humor, creating numerous touchpoints, talkability and excitement about the new AXE Hair line and AXE Hair Crisis Relief campaign. As an outgrowth of the upfront, Unilever and Mindshare challenged MTVN to deliver never been done before ideas that communicate AXE’s messaging in a unique and differentiating way.
"MTV Networks was able to realize this vision across complementary networks, each in their own authentic voice, while staying true to the brand. We have partnered with MTV before on our launch of Dove Fresh Takes and saw this as an opportunity to take innovation and our partnership to the next level," said Melissa Shapiro, Managing Director, Mindshare.
MTV will lead the charge with the creation of more than 15 original short-form pieces on MTV, MTV2 and mtvU, including success stories vignettes, a custom song and ringtone, exclusive AXE Hair Crisis Relief music video and finale telethon all airing March 15. Over the next several weeks, COMEDY CENTRAL will air spoof news vignettes on the crisis, VH1 will air micro-episodes developed around its "Best Week Ever" and "Best Day Ever" series and SPIKE will feature the AXE Hair Crisis Relief campaign in its "Men of Action," "Star Wars Roommates," "Playbook," "Weekend Pre-Game" and "Late Night Strip" properties. All of the creative across MTV, Comedy Central, VH1 and Spike will drive tune-in to MTV on 3/15.
Additionally, an AXE Hair Crisis Relief ringtone spot, produced by MTV with the assistance of AXE Hair, will run on more than 13,000 screens in more than 1,300 theaters across 48 states, also driving tune-in to MTV on 3/15.