2015 Winners & Shortlists

Results and Effectiveness

The campaign got amazing traction within our target and was one of the most talked about in Egypt. 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. 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%).

Creative Execution

The campaign featured a catchy music video showing how hooking up had changed in the last 7 years, a Facebook-connected website where people could become stars of our video (on desktop and mobile), a Twitter campaign consisting of dozens of personalised videos targeting Egyptian influencers, an Instagram competition where people could upgrade their look much like Axe did, and daily social media support posts. Video content was spread using Youtube and Facebook both on desktop and mobile. We took a 24 hour masthead early in the campaign which boosted the reach of the video, and because the content was very shareable, led to a large viral reach over the course of the campaign. We promoted specific Tweets, our campaign hashtag, and advertised for our Instagram competition on Facebook and Twitter in order to maximise reach. We invested in a premium Soundcloud account to track downloaded stems, and worked with lifestyle websites like Scoop Empire and Cairo Gossip to create 2007 popular culture articles.

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, 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.