AX, the Unilever deodorants and fragrances brand, has presented a new activation strategy in the Arenal Sound Festival Under the concept “Too Close To.” In an environment where brands seek to differentiate themselves with relevant experiences, Ax has opted for a content proposal that moves its imaginary attraction to unexpected space: a bed.

The action has been devised and developed by Havas Play and Havas International, who have raised a brand experience that reformulates the traditional format of the interview to make it a brief and intense conversation. Each piece, conducted by the influencer Ibán García, invites participants to respond Five sensory questions in 60 secondslying in a bed that symbolizes the emotional and physical essence of the AX universe. Thus, the brand seeks to reveal what attracts them, meaningless: from the ear to taste, from touch in sight, of the physical
To the emotional.

“The proposal was born with the intention of getting away from traditional advertising codes, looking for an emotional contact point, consistent with the festive environment and the positioning of the brand”Anna Gost, Marketing & Trade Marketing Manager in Unilever points out.

Beyond the content, AX’s space at the festival has been designed as a physical extension of its visual and sensory identity. Each element, from the design of the stand to the textile finishes, has been designed to generate an immersive experience for both guests and the audience. The format has been optimized for social networks, with agile, aesthetically recognizable and shared clips, conceived to activate the conversation and reinforce the link with the brand.

“Our goal was to create a native content with the ability to organically resonate in digital environments. The bed, as a symbol of intimacy and connection, allowed us to develop a new language for the branded content at events,” Jael Grau explains, Transmedia Director of Havas Play.

Activation also includes sample and product testing within the Glamping of the Festival, approaching the brand directly to the audience. In addition, the activation that will not only take brand experience In the first person.

With this proposal, AX not only reinforces its positioning around desire and attraction, but also marks an evolution in the way in which brands build memorable experiences in entertainment spaces and youth culture. An approach that combines creativity, strategy and content with real amplification potential.