Category: Best use or integration of experiential events
Advertiser: UNILEVER
Product/Service: AXE
Agency: ponce buenos aires
Chief Creative Officer: Hernan Ponce (Ponce Buenos Aires)
Executive Creative Director: Analia Rios (Ponce Buenos Aires)
Executive Creative Direcor: Ricardo Armentano (Ponce Buenos Aires)
Executive Creative Director: Joaquin Cubria (Ponce Buenos Aires)
Creative Director: Mariano Jeger (Ponce Buenos Aires)
Client Services Director: Vanina Rudaeff (Ponce Buenos Aires)
Interactive And Digital Director: Hernan Zamora (Ponce Buenos Aires)
Art Director: Joaquin Lynch (Ponce Buenos Aires)
Copywriter: Federico Munichor (Ponce Buenos Aires)
Group Of Brands Director: Luciano Landajo (Ponce Buenos Aires)
Account Supervisor: Francisco Odriozola (Ponce Buenos Aires)
Project Leader: Natalia Benincasa (Ponce Buenos Aires)
Planner: Marina Pen (Ponce Buenos Aires)
Project Leader Assistant: Maria Florencia Gioia (Ponce Buenos Aires)
Axe Brand Manager: Nicolas Zumino (Unilever)
Deos Marketing Director: Sebastian Alvarez (Unilever)
Implementation Agency: (Roots)
Media placement: Action - Samsara, Mar del Plata - September 24th, 2011
Media placement: Internet-Viral Video - You Tube - September, 2011
Campaign Description
Boyfriend's Day was coming up, and we had to find an inexpensive and smart way of making that date our own. This day competes with the brand's core concept. This day competes with the brand's core concept. Axe represents the woman you set out to conquer, while Boyfriend's Day means that you already conquered her.
Effectiveness
Boyfriend's Day was coming up (celebrated on September 24 in Argentina), and we had to find an inexpensive and smart way of making that date our own. We set up a secret facility in the men's room. Indeed, we opened up a strip club and called it Axe Strip Toilette. Every time a man went the restroom, he could spend there the best 5 minutes of his past few years.
Implementation
On Boyfriend's Day (celebrated on September 24 in Argentina), we set up a secret facility in the men's room: Axe Strip Toilette. We basically gave away 5 minutes of singlehood. We filmed everything and then uploaded it to YouTube.
Outcome
We became the most searched video of the month in YouTube Argentina with more than 1,190,000 views. Axe became 1 of the 3 most watched channels. The action was reported by media from all over the world.