AXE APOLLO LIFT.

XE always promoted outside-of-the-box campaigns to relate with irreverent youngsters, its main target audience. However, this February and March, it exceeded the level of stratosphere, with AXE Apollo Space Shuttle, a truly revolutionary brand activation!

To encourage applications for AXE Apollo Space Academy (worldwide competition that will take 22 people to Space), the lift of Praça Luís de Camões parking, in Lisbon, was transformed into a real Space Shuttle!

On the lift floor, there was an LED display that, as the lift rose, presented a hyper-realistic 3D video, with the route from Praça Luís de Camões to the Outer Space! This impactful visual effect, combined with the massive sound of a rocket lifting off, created a vertiginous sensation, to which no one was indifferent. The experience was so immersive, that you could even feel the cabin shaking!

Creativity and implementation were made by Nebula (creation of video and sound environment) and EDIGMA (installation of video and sound system, software integration), Brandkey was responsible for lift decoration, and project coordination was undertaken by Initiative and Ensemble, agencies of Mediabrands group.

Only in the first month of the campaign, 30.000 users have experienced the feeling of going to Space, helping AXE to gather 10.500 astronaut candidates and get 86.000 votes.

As the “icing on the cake”, this project won the Silver prize in the Alternative Campaign category of the prestigious Meios & Publicidade awards.