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Axe Apollo space campaign

Above: Logo of the Axe Apollo Space Academy
Below: Axe Apollo Space Academy candidate astronauts with Buzz Aldrin
Program overview
OrganizationUnilever
Space Expedition Curaçao
PurposeSpace tourism
StatusAbandoned
Program history
Duration2014 or 2015 (planned)
First crewed flightNone
(23 planned)
Launch site(s)Curaçao
Vehicle information
Crewed vehicle(s)XCOR Lynx
Crew capacity2
Launch vehicle(s)XCOR Lynx (spacecraft is a horizontal takeoff, horizontal landing vehicle)

The Axe Apollo space campaign was a private space venture which planned to provide sub-orbital spaceflight for 23 people on board the Lynx, a spacecraft still in development at the time of the launch of the venture. It was initiated as part of a marketing campaign by advertising firm Bartle Bogle Hegarty (BBH) London to promote the Axe Apollo line of the men's deodorant brand Axe.

If the venture pushed through it would have accomplish milestones; such as the first spaceflight of nationals from Egypt, Norway, Philippines, and Thailand, as well as the first spaceflight by a Black South African.

However the plan of Unilever to send people to space did not push through due to XCOR Aerospace, the developer of the Lynx going bankrupt in 2017.

Background

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British–Dutch company Unilever initiated a marketing campaign on 9 January 2013 which promised to provide sub-orbital spaceflight to 22 people on board the Lynx spacecraft of XCOR Aerospace which was still under development at the time of the promotion. The campaign is intended to advertise the Axe Apollo, a new product under the men's deodorant brand Axe (which is also known as Lynx in Australia, New Zealand, Ireland, and the United Kingdom).[1] The deadline to enter was on 9 February 2013.[2]

The involvement of astronaut Buzz Aldrin as an endorser of the campaign was noted to have given legitimacy to Axe's sub-orbital spaceflight bid. The campaign for the brand meant for a male demographic also received allegations of sexism although women were also eligible to enter Axe's competition.[3]

Marketing

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Lynx (Axe) Apollo, the product featured in the marketing campaign.

The bid to give tickets to 22 people for sub-orbital spaceflights on the Lynx was part of a marketing campaign by the London office of advertising firm Bartle Bogle Hegarty (BBH) to promote the "Axe Apollo", a new product under Unilever's men's deodorant line Axe.[4][5] For its local campaign in the United States, Unilever aired a promotion for its space campaign at the 2013 Super Bowl.[6][7]

Selection process

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Initial selection contest

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On 9 January 2013 the "Axe Apollo Space Academy" (AASA) contest was launched in collaboration with American astronaut Buzz Aldrin to determine the 22 people Unilever would be given sub-orbital spaceflights on board the Lynx. The competition was opened to both male and female aspirants in at least 60 countries, where people could enter either through social media or by entering promo codes from purchasing Axe products. Contestants entered by a writing an essay about why they think they deserve to be selected as one of the winners of the campaign, while other participants voted for the contestant of their choice.[1]

Shortlisting of entries

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107 individuals coming from 60 countries were shortlisted from the campaign's competition entrants. The 107 people underwent four-day training camp at a facility at the Kennedy Space Center in Florida which was dubbed as the "Axe Apollo Space Academy" for marketing purposes. The contestants underwent tests on mental aptitude, physical fitness, and air combat.[3] The selection process had variations; with some entrants in direct competition with other entrants from their own country while some did not.[1]

The winners of the campaign was selected by a panel led by Buzz Aldrin.[3]

Winners

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Maps depicting the countries of origin of the 23 winners of the Axe Apollo space campaign.
Name Nationality Notes
Théo Abbaci-Nel  Canada [8]
Patrick Carney  United States Third-year American college student at the University of Virginia and YouTuber who maintains a channel with at least 350,000 subscribers focused on Clash of Clans-related content.[9]
Denis Efremov  Russia Employee of the Ministry of Emergency Situations[10]
Hamish Fagg  New Zealand New Zealand engineering student.[11]
Cyril Garnier  France Comedian from Paris[12]
Tim Gibson  Australia [13]
Marco Aurélio Gorrasi  Brazil Business administration degree holderf[14]
Halil Kayıkçı  Turkey Would have been the first Turkish in space. Kayıkçı is space engineering student at Istanbul Technical University.[15]
Oliver Knight  United Kingdom Employee at E.ON Energy UK[16]
Eduardo Lurueña  Spain [17]
Mandla Maseko  South Africa Would have been the first Black African in space. Maseko is a part of the South African Air Force and a private pilot.[18][19]
Rizman Adhi Nugraha  Indonesia Would have been the first Indonesian in space. Indonesian computer expert.[20]
Jordi Ollebek  Netherlands Physics teacher in Brabant.[21]
Qing Guo  China [22]
Omar Samra  Egypt Would have been the first Egyptian in space. A mountaineer known also for being the first Egyptian to climb Mount Everest, a feat which he achieved 2007.[23]
Vinay Singh  India Executive for an advertising firm based in Mumbai.[24]
Felix Stach  Germany Intern for Lower Saxony-based broadcaster Radio 21 and business administration degree holder.[25]
Tale Sundlisæter  Norway Would have been the first Norwegian in space. She is a Tekna member and a former journalist for Teknisk Ukeblad. She is a holder of a masters' degree in technical cybernetics, navigation and vessel management at the Norwegian University of Science and Technology[26][27]
Pirada Techavijit  Thailand Would have been the first Thai in space. She is a satellite control team leader of the Geo-Informatics and Space Technology Development Agency.[28][29]
Róbert Vokál  Slovakia [30]
Vu Thanh Long  Vietnam Chemical engineering student at the Monash University in Australia[31]
Chino Roque  Philippines Would have been the first Filipino in space. A fitness coach and a former football player in the UAAP with the De La Salle University[32][33]
Takanobu Yoneya  Japan Physics teacher in a high school at the Chiba Prefecture.[34]

Planned flights

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Model of an XCOR Lynx spacecraft.

Winners of the campaign would be flown to space one at a time on board the Lynx aircraft, which had a planned capacity of two crew members; one each for the pilot and another passenger. Space Expedition Curaçao would have operated the flight, which would have reached an altitude of 103 km (64 mi). The launch site of the spacecraft would be a runway in Curaçao. The plan was for the flights to take place as early as 2014.[1]

Aftermath

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The flights under the Axe Apollo program never took place. As of 2015, Unilever said that it remains in contact with XCOR Aerospace, the developer of the Lynx spacecraft.[35] However XCOR folded in 2017, and the development of the Lynx spacecraft was never completed. Consequentially, other prospective space tourists outside the Axe campaign who bought tickets to fly on the Lynx were not able to board the spacecraft.[36]

Unilever also acknowledged trademark infringement after launching the marketing campaign offering $350,000 to the state commission that runs the U.S Space and Rocket Center in Huntsville, Alabama, owners of the "Space Camp" trademark. The commission's board rejected the offer calling it "unacceptable" instructing its attorney to continue negotiation "to find a compensation figure both sides can accept". Past "Space Camp" licensing agreements have been valued at $1.5 million.[37]

See also

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References

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  1. ^ a b c d "Chapter 30: Leveraging Business Model Innovation in the International Space Industry". Disruptive Technology: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications. Information Resources Management Association, IGI Global. 2019. p. 637. ISBN 978-1522592747.
  2. ^ "Buzz Aldrin, Axe want to send 22 people into space". Space.com. 25 March 2015. Retrieved 22 February 2021.
  3. ^ a b c Cassidy, Anne (8 January 2014). "Inside The Axe Space Bro-gram". Fast Company. Retrieved 21 February 2021.
  4. ^ Newman, Andrew Adam (10 January 2013). "Launching a Fragrance Line (In a Manner of Speaking)". The New York Times. Archived from the original on 29 August 2017. Retrieved 21 February 2021.
  5. ^ Kramer, Miriam (8 December 2013). "23 Axe Apollo Fans with the Right Stuff Win Free Space Trips". Space.com. Retrieved 21 February 2021.
  6. ^ Cox, Carmen (28 January 2013). "Axe Promotes Space Contest in Super Bowl Ad - Business News - ABC News Radio". ABC News Radio. Archived from the original on 9 March 2013. Retrieved 22 February 2021.
  7. ^ Nudd, Tim (28 January 2013). "Astronaut Outsexys Lifeguard in Axe's First-Ever Super Bowl Ad". Adweek. Retrieved 22 February 2021.
  8. ^ Hough, Jennifer (11 December 2014). "How a Canadian got into Axe's Apollo space program". Marketing. Retrieved 21 February 2021.
  9. ^ "Ride, Patrick, Ride!: U.Va. Student Patrick Carney Wins Trip to Space". UVA Today. 19 December 2013. Retrieved 21 February 2021.
  10. ^ "Сотрудник МЧС России победил в конкурсе на полет на корабле Lynx". RIA Novosti (in Russian). 6 December 2013. Retrieved 21 February 2021.
  11. ^ "Hamish Fagg Prepares to Be First New Zealander in Space". International Business Times AU. 18 December 2013. Retrieved 21 February 2021.
  12. ^ "Un parisien décroche son ticket pour l'espace". France Bleu (in French). 20 December 2013. Retrieved 21 February 2021.
  13. ^ "Tim Gibson, the youngest Australian civilian astronaut to travel to space". News.com.au. 31 March 2014. Retrieved 21 February 2021.
  14. ^ "Brasileiro que ganhou viagem ao espaço não passou em trainee da mesma empresa - 06/12/2013 - Mercado - Folha de S.Paulo". Folha de S.Paulo. 6 December 2013. Retrieved 21 February 2021.
  15. ^ "Space engineering student to be first Turk in space". Daily Sabah. 10 May 2016. Retrieved 21 February 2021.
  16. ^ Al Rasheed, Tarik (9 December 2013). "Rocket man Oliver ready for blast-off". Worcester News. Retrieved 21 February 2021.
  17. ^ "El talaverano Eduardo Lurueña, elegido para viajar al espacio con "Axe Apollo"". ABC (in Spanish). 6 December 2013. Retrieved 21 February 2021.
  18. ^ "Would-be African astronaut dies in road crash". 8 July 2019. Retrieved 9 July 2019.
  19. ^ Stephanie Busari and Stephanie Halasz. "South African 'Spaceboy' set to be first black African in space dies in crash". CNN. Retrieved 9 July 2019.
  20. ^ Dilianasari, Vena Annisa (28 December 2014). "Rizman Nugraha Pemenang Tiket ke Antariksa" (in Indonesian). VOA Indonesia. Retrieved 21 February 2021.
  21. ^ "Wie wil dat nou niet? Jordi Ollebek uit Goirle wint ruimtereis". Omroep Brabant (in Dutch). 6 December 2013. Retrieved 21 February 2021.
  22. ^ "Indian, Filipino, Egyptian win free trip to space - Business - Technology". Emirates 24|7. Dubai Media Incorporated. 24 December 2013. Archived from the original on 22 January 2014. Retrieved 21 February 2021.
  23. ^ El-Behary, Hend (11 December 2013). "Omar Samra to become first Egyptian in space". Egypt Independent. Retrieved 21 February 2021.
  24. ^ "Mumbai ad executive wins free ticket to space". The Times of India. Bennett, Coleman & Co. Ltd. 22 December 2013. Retrieved 21 February 2021.
  25. ^ "Radio 21 Praktikant fliegt ins AXE Apollo Space Camp® nach Florida - Felix Stach Kämpft um Flugticket ins All" (in German). Radiozentrale GmbH. 28 November 2013. Retrieved 21 February 2021.[permanent dead link‍]
  26. ^ "Vant tur ut i verdensrommet". Aftenposten (in Norwegian Bokmål). Retrieved 21 February 2021.
  27. ^ "Her kjemper Tale for å bli Norges første astronaut". E24.no (in Norwegian Bokmål). Retrieved 21 February 2021.
  28. ^ "The space traveller". Bangkok Post. Bangkok Post Public Company Limited. 7 March 2014. Retrieved 21 February 2021.
  29. ^ Fernquest, Jon (7 February 2014). "Trip to outer space for Thai woman". Bangkok Post. Bangkok Post Public Company Limited. Retrieved 21 February 2021.
  30. ^ a.s, Petit Press (9 December 2013). "Slovak to fly into outer space". The Slovak Spectator. Retrieved 21 February 2021.
  31. ^ "Cherishing a space dream". VietnamNet. 18 February 2014. Archived from the original on 4 July 2018. Retrieved 21 February 2021.
  32. ^ Fernandez, Rhoel V. (December 10, 2013). "Chino Roque, first Filipino bound for space, savors 'life-changing experience'". Spin.ph. Retrieved 5 December 2018.
  33. ^ Imbong, Peter (December 6, 2013). "Chino Roque: First Filipino to go to space". Rappler. Retrieved 5 December 2018.
  34. ^ ""AXE 宇宙飛行士選抜キャンペーン" アメリカ・フロリダでのトレーニング、最終選考を経て、 全世界の民間人から選抜された 総勢25名の宇宙飛行士が決定！". PR Times (in Japanese). 17 December 2014. Retrieved 21 February 2021.
  35. ^ Buss, Dale (24 August 2015). "Whatever Happened to Axe Space Academy and AxeTronaut Flights?". Brand Channel. Archived from the original on 20 June 2018. Retrieved 22 February 2021.
  36. ^ Harris, Mark. "The Short Life and Death of a Space Tourism Company". Air & Space Magazine. Retrieved 22 February 2021.
  37. ^ "What's a name worth? If it's "Space Camp," the answer is more than $350,000 (videos)". al. 2013-01-29. Retrieved 2021-10-06.
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