Brand | UNILEVER |
Product/Service | AXE |
Entrant | DIGITAL REPUBLIC Cairo, EGYPT |
Category | Integrated Multi-platform Campaign |
Entrant Company
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DIGITAL REPUBLIC Cairo, EGYPT
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Advertising Agency
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DIGITAL REPUBLIC Cairo, EGYPT
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Production Company
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GPH Cairo, EGYPT
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Creative Execution
We teamed up with 4 female influencers in Egypt and asked them to share what their idea of the ideal man is in an online video. On the streets we created a Pop up truck that carried life-sized Axe cans with new technology that turned vibrations into sound so fans created minimal music. We collaborated with a fashion label, and created a collection that took their signature designs and stripped them down into understated versions. On social media, the concept was fledged in a series of posts that cover different aspects where one can bring out their more refined self.
Fans liked the new concept and engaged with it, as was evident during the launch month when Axe Black was the number 1 variant and reached 60% of the total sales; currently it’s achieving 25% of total sales. On Facebook there was a total video reach of more than 8,300,000 and engagement reaching more than 600 thousand. The music in the online video was a hit that several fans requested the full version. On ground, there were more than 7 thousand visits to the pop-up truck.
Axe was the brand that got you the girl, all you needed was a spray from that can. However, their new variant’s tone, Axe Black, now evolved to a more subtle and mature one with a platform based on grooming and music. We had to show guys the significance of subtlety and how important it is to “bring the quiet” or the way we put it in Arabic “Hedy El Le3b” because this is the new cool. We then had to introduce our concept to Egyptian men in a way they can easily digest and accept, which is where the women came in. When it comes to grooming, men listen to women’s opinion and that’s exactly what we did. They helped us deliver our new toned down message disguised in a video that sheds light on their dislikes and preferences.
Credits
Ramy Boraie |
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Copywriter |
Bassem Ainu |
Digital Republic |
Creative Director |
Mostafa Kerdani |
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Senior Copywriter |
Ahmed Safi-eldin |
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Copywriter |
Ismail Ternawly |
Digital Republic |
Head of Account Management |
Karima Habib |
Digital Republic |
Digital Media Consultant |
Ahmed Tarek |
Digital Republic |
Illustrator |
Osama Gamal |
Digital Republic |
Deputy team lead/graphic designer |
Ahmed Fouad |
Digital Republic |
Animator |
Nour Kabakebe |
Digital Republic |
Social Media Consultant |
Links
Website URL
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Social Media URL
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Viral Video URL