2015 Winners & Shortlists

Creative Execution

Our campaign kicked-off with the release of an online video showing how hooking up had changed in the last 7 years. The video was backed by a catchy tune and directed viewers to NewAxe.com, an interactive microsite where people could become the stars of our music video by showing us how they had changed over the last 7 years. The video was an instant viral hit and demand for the song led us to release the stems on Soundcloud. As a result, countless memes and remixes were created by fans cementing the song and Axe forever in Egyptian popular culture.

The campaign got amazing traction within our target. The video got over 3.5 million views across SNS and we received a slew of parodies and remixes from fans. We also acquired 3,260 Youtube subscribers (a 200% increase) as well as 1,500 fan made videos on NewAxe.com. 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. 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.