2015 Winners & Shortlists

Creative Execution

We kicked off with a catchy music video showing how hooking up had changed in the last 7 years. The music video directed viewers to NewAxe.com, a Facebook-Connected microsite where people could become the stars of our video by showing us how they'd changed in the last 7 years. Demand for our song led to a Soundcloud page where people could create their own remixes. On Facebook we created a plethora of 2007 pop culture content. On Twitter, we launched 'Evolution of Tweet' sending dozens of personalised videos to influencers showing them how they'd evolved since their very first Tweet. And on Instagram we had an 'Evolution of Feet' competition where people could upgrade their look; much like we did.

The campaign got amazing traction within our target. We had over 1,500 fan made videos on NewAxe.com and the average time spent on the site was over 5 minutes. Our Twitter followers increased by 22%, we acquired 18,528 Facebook fans, 3,260 Youtube subscribers (a 200% increase) and our video got over 3.5 million views across SNS. On the client side of things the trimester 4 sales grew at 17% (2.4 times YTD average 2014). Axe also gained 50 Bps Market Share which is outstanding. Most importantly, Axe’s “Are known for having the best fragrances” attribute reached 60% (+6%) and Axe’s “Are cool/trendy” attribute reached 60% (+3%).

In 2014, Axe upgraded the look and formula of its entire product line. With a revolutionary can and longer lasting scent, we were tasked to create an online campaign that would get Egyptian youth excited about 'New Axe' and remind them we're here to help them win in the mating game. The last time Axe changed its look was 7 years ago. To some, that's not a long time, but for our target, it's the greatest change of their lives. Many have left their adolescence behind and grown into young men. The way they eat, dress, talk and communicate has evolved, and naturally, so have the rules of attraction. The idea we had was to show how hooking up had changed in the last 7 years. We did this through an integrated digital campaign, the hero being a catchy music video/song that was not only a massive hit for our target but translated into incredible sales, brand awareness and like-ability for new Axe.