2011 Winners & Shortlists

Results and Effectiveness

Hundreds of photos soon spread online, promoting both the brand and the students, generating over 165,000 views, 35,000 likes, 8,000 comments and 1,8 million displays, the equivalent of a $100,000 web banner campaign. 150,000 direct contacts were made through universities. Finally, each university’s winner had his picture published on standard billboards. The campaign that was first aimed at just 80,000 students ended with national coverage. Most importantly, Axe helped guys actually connect with girls.

Creative Execution

The pretext: Photo booths were placed in universities all around Tunisia and boys were asked to convince girls to pose with them in front of a professional photographer. The photos were then posted on Facebook in order for the public to choose « Tunisia’s most irresistible student ». The reward : 5,000 dt for the winner and a local outdoor campaign for each university’s winning photo.

Insights, Strategy and the Idea

Unilever came to us for a traditional Axe sampling activation towards students. The challenge: how do you activate the Axe effect in a Muslim country where traditional culture tends to separate boys from girls? We needed a pretext to help them connect in a playful and fun way.