| Brand | Unilever |
| Product/Service | Axe Shower Gel |
| Entrant | LOWE MENA Dubai, UNITED ARAB EMIRATES |
| Category | Premiums & Giveaways |
| Entrant Company: | LOWE MENA Dubai, UNITED ARAB EMIRATES |
| DM/Advertising Agency: | LOWE MENA Dubai, UNITED ARAB EMIRATES |
Credits |
| Planner | Planner |
The Brief
6
Describe the creative solution to the brief/objective.
We took AXE shower gel to where it is used, showers and locker rooms in gyms. Branded towels demonstrating the benefits of using AXE were given out to male clients on entering the gym.
Results
It was a tactical release with a limited budget not exceeding US$10,000. The return on this investment was phenomenal. Unilever recieved almost 600 calls from teenagers asking for towels. This has resulted in the towel give-away becoming an on pack promotion (still negotiating). Plus, when you Google AXE towels, hundreds of blogsites feature our promtional towels. Not surprising, the blogs are mainly be teens in the U.A.E.
Credits
| Dominic Stallard |
Lowe MENA |
Creative Director/Art Director |
| Clinton Manson |
Lowe MENA |
Creative Director/Copywriter |
| Joseph Makhoul |
Lowe MENA |
Account Director |
| Ma'n Abu Taleb |
Lowe MENA |
Copywriter |