THE MULTIPLE GIRLFRIENDS APP
Brand | UNILEVER |
Product/Service | AXE |
Entrant | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
Category | Direct Response Digital Media |
Entrant Company: | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
DM/Advertising Agency: | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
The Brief
Our mission was to drive awareness for Axe by engaging with young Tunisian men and bring
the Axe Effect to life. Considering the advertising restrictions related to a Muslim country
and the massive uplift of Facebook accounts in Tunisia over the last 6 months, we proposed
to activate the Axe Effect digitally and run the campaign on Facebook. We therefore needed to
create something playful that could spread and live its own life.
Creative Execution
1. Playful translation of the famous Axe Effect into the digital and social media environment
2. The relationship status of a male is the perfect hook to activate AXE and demonstrate the
power of the Axe Effect
3. The campaign cleverly used one powerful insight - curiosity - to activate the viral effect
Describe the creative solution to the brief/objective.
We combined a typically Tunisian male characteristic - bragging about how many girls one
can line up - and the famous Facebook Relationship Status. And twisted it around to the
brand's advantage by creating the Axe Effect application. A simple app which pimped the
individual relationship status significantly by adding virtually tenth or hundreds of women.
When one uses the application, a special Relationship Status appears on his wall, announcing
he's engaged to a huge number of girls instead of one. By clicking on the status, curious
friends are redirected to the Axe page where they can use the same application.
Results
We used the power of Facebook to bypass advertising restrictions in Tunisia. The application spread worldwide via newsfeed, profile pages, comments and likes. We got our target audience to promote personally the Axe Effect by simply twisting a Facebook function. 45000 new users per month, over 5000 blog posts, 4500 news and 4000 forum mentions. Within only 6 weeks, the application had generated over 1 million web hits, becoming one of the most used digital activation tools for Unilever in recent years.
Credits
Nicolas Courant |
Memac Ogilvy Label |
Creative Director |
Gérald Héraud |
Memac Ogilvy Label |
Associate Creative Director |
Mehdi Lamloum |
Memac Ogilvy Label |
Digital Planner/Conceptualizer |
Yassine Boughaba |
Memac Ogilvy Label |
Art Director |
Cherifa Ben Slamia |
Memac Ogilvy Label |
Strategic Planner |
Mouna Ben Hamouda |
Ogilvyaction Tunisia |
Business Director |
Bedis Benamor |
Ogilvyaction Tunisia |
Account Manager |
Dorra Ben Jaffaar |
Ogilvyaction Tunisia |
Production Manager |
Kais Ezzine |
Ekay Consulting |
Web Developer |
Hela Bouraoui |
Unilever Tunisia |
Personal Care Brand Manager |