2015 Winners & Shortlists

Results and Effectiveness

The campaign got amazing traction within our target.We acquired 18,528 Facebook fans, 3,260 Youtube subscribers (a 200% increase),a 22% increase in Twitter followers and our video got over 3.5 million views across SNS.We had over 1,500 fan-made videos on NewAxe.com and an average time spent on site of over 5 minutes.Business:the trimester 4 sales grew at 17%(2.4 times YTD average 2014). Axe also gained 50 Bps Market Share.Axe’s “Are known for having the best fragrances”attribute reached 60%(+6%)and Axe’s “Are cool/trendy”attribute reached 60% (+3%). GDN campaign has achieved an outstanding CTR of 6.54%, while market benchmark is 1.4% Masthead delivered a total of 5,502,492impressions, while market benchmark 3.34M - 5.04M 11.6% viral views on YouTube.

Creative Execution

The campaign featured a catchy music video showing how hooking up had changed in the last 7 years launched on both Facebook(video-views) and YouTube True-view ads,a Facebook-connected website where people could become stars of our video (on desktop and mobile),a Twitter campaign consisting of dozens of personalized videos targeting Egyptian influences,an Instagram competition where people could upgrade their look much like Axe did,and daily social media support posts.We took a 24 hour masthead early in the campaign which boosted the reach of the video,and because the content was very share-able,led to a large viral organic views(11.6%)over the course of the campaign. We promoted specific Tweets, our campaign hash-tag, and advertised for our Instagram competition on Facebook and Twitter in order to maximize reach.We invested in a premium Sound-cloud account to track downloaded stems,and worked with lifestyle websites like Scoop Empire and Cairo Gossip to create 2007 popular culture articles.Launched display on top local portals showcasing the new Axe,along with video banners on Google-Display-Network to increase our reach.

Insights, Strategy and the Idea

In 2014, Axe upgraded the look and formula of its entire product line. With a revolutionary can and longer lasting scent, an online video was created that got the Egyptian youth excited about 'New Axe' and reminded 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. Our objective was to start delivering the cool and trendy attribute for the brand instead of Axe's usual sexual appeal. Given that our core target audience are have high presence online we had our 100% digital video campaign.