2012 Winners & Shortlists

THE MULTIPLE GIRLFRIENDS APP

Bronze
BrandUNILEVER
Product/ServiceAXE
EntrantMEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
CategoryCommunity Applications
Entrant Company:MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Advertising/Web Design Agency:MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
2nd Advertising/Web Design Agency:OGILVYACTION TUNISIA Tunis, TUNISIA

Brief Explanation

Brief: drive awareness for Axe by engaging with young Tunisian men. Idea: combine the Tunisian Macho Ego and Facebook Relationship Status. Then twist it around to the brand's advantage. Using this application, a special Relationship Status appears on your wall, announcing you're engaged to a huge number of girls - instead of just one. By clicking on the status, curious friends are redirected to the Axe page where they can use the same application. The application spread to thousands via newsfeed, profile pages, comments and likes. We got them to promote personally the Axe Effect.

Credits

Name Company Role
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