| Brand | UNILEVER |
| Product/Service | AXE EXCITE |
| Entrant | DIGITAL REPUBLIC, EGYPT |
| Category | Integrated Campaign led by Interactive |
| Entrant Company: | DIGITAL REPUBLIC, EGYPT |
| Advertising/Web Design Agency: | DIGITAL REPUBLIC, EGYPT |
Brief Explanation
The global launch of the AXE Excite fragrance showed angels falling to Earth from temptation. We were asked to launch AXE Excite in the Middle East, without using angels.
Our solution was to dramatize 'falling'. Through an integrated digital campaign that included interactive banners, sms blasts, mail shots, and a game called 'All Will Fall', we communicated that AXE Excite makes women fall in more ways than one.
In 3 weeks, we got 31511 new Facebook fans, the game was played over 80,000 times, and our creative media recorded a CTR that was 5 times the industry average.
Credits
| Karim A. Yusuf |
Digital Republic |
Creative Director |
| Karim A. Yusuf/Mohammed Algendy |
Digital Republic |
Art Director |
| Karim A. Yusuf/Mohammed Ghazy |
Digital Republic |
Copywriter |
| Mohammed Algendy |
Digital Republic |
Illustrator |
| Ihab Ibrahim/Ayman Bakr |
Digital Republic |
Flash Developer |
| Mohamed El-Hakim |
Digital Republic |
Php Developer |
| Ahmed Foad |
Digital Republic |
Animator |
| Ismail Ternawly |
Digital Republic |
Account Manager |
| Hassan Daoud |
Digital Republic |
Social Media Specialist |
| Heba Elkest |
Digital Republic |
Motion Designer |