2011 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

150,000 direct contacts were made through universities. 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. Finally, each university’s winner had his picture published. The campaign that was first aimed at just 80,000 students ended with national coverage. Most importantly, Axe helped guys actually connect with girls.

Explain why the method of promotion was most relevant to the product or service

Results for the brand: 1) A real brand experience: Axe actually helped guys connect with girls 2) The Axe Effect was promoted way beyond universities.