BACKGROUND
People are bombarded with thousands of brands every single day. Thus, it is important to create a strong brand’s mental availability within people’s mind. How do we do this? It is through strongly embedding a brand in everyday cultural practice. With this notion, AXIS wants to relaunch their campaign through “Iritology” by instilling a new way of life through “thrifting”.
PEOPLE
We understand that there are some people who are cost-conscious and we strongly believe that there is nothing wrong with that. We wanted to engage with those who are thrifty and let them know that they could still feel good with their smart saving decision.
IDEA
In this competitive telecommunication industry, we wanted to boost the brand salience of AXIS by popularizing a dormant subculture. Through “Iritology”, we want to popularize the thrift subculture to those who are cost-conscious.
ACTION
After the campaign has been launched, AXIS successfully gained an enormous attention from the public. The public contributed to the campaign by creating various memes based on the “Iritology” campaign. Furthermore, AXIS was also able to generate more sales thanks to the “Iritology” campaign.
