Axe Case study AXE WINGMAN by DIGITAL REPUBLIC Dubai

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AXE WINGMAN

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Industry Hygiene & Personal Care Products
Media Case study
Market United Arab Emirates
Agency DIGITAL REPUBLIC Dubai
Released January 2013

Awards

Mena Cristal Awards 2014
Digital & Mobile Cristal BEAUTY PRODUCT/ HYGIENE/ HEALTH PRODUCT EMERALD (BRONZE)

Credits & Description

Client UNILEVER
Product AXE
Entrant DIGITAL REPUBLIC Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF SOCIAL MEDIA
Title: AXE WINGMAN
Product/Service: AXE
Entrant Company : DIGITAL REPUBLIC Dubai, UNITED ARAB EMIRATES
Advertising Agency : DIGITAL REPUBLIC Dubai, UNITED ARAB EMIRATES
Media Agency : DIGITAL REPUBLIC Dubai, UNITED ARAB EMIRATES
Name Company Position
Karim A. Yusuf Digital Republic Creative Director
Mohamed Ghazy Digital Republic Copywriter
Karim A. Yusuf Digital Republic Art Director
Ismail Ternawly Digital Republic Head Of Accounts
Hassan Daoud Digital Republic Senior Digital Media Consultant
Ahmed El-Sadek Digital Republic Senior Social Media Consultant
Nadine Sayegh Digital Republic Social Media Specialist
Mohamed Khaled Digital Republic Director/Editor
Heba Elkest Digital Republic Motion Designer
Ahmed Safi Songwriter
Mohamed Ghazy Songwriter
Shady Ahmed Songwriter
Omar El Deeb Songwriter
Mohamed Jamal Songwriter
Karim A. Yusuf Songwriter
Results and Effectiveness:
In only 2 weeks, the Axe Middle East fanpage grew by 20,000 fans. Over 70,000 unique users engaged with us on Facebook resulting in a viral reach of over 1.3 million impressions. Our music videos got over 200,000 views on Youtube, a huge success considering the campaign only ran in the Gulf. The campaign has generated unprecedented positive sentiment not only from fans, but from many blogs and magazines around the world. Best of all, we managed to hook up 8 of our fans with the women they love, and their reactions to our efforts were unbelievable.
Creative Execution:
2 weeks before Valentines, we released a catchy unorthodox song on Facebook and Youtube, asking fans to share with us stories about who they’d like to ask out. The more detailed and personal the stories, the better. We recruited some of the most talented underground songwriters in Egypt, and every weekday we would choose a fan's story and transform it into a quality song from the guy to the girl. We would write, practice, record, and shoot the song in 4 hours. Then we would edit the video, mix the song, get approvals, and release a music video within one day of the fan’s post. This way the fan could share this very personal Valentine’s proposal with the girl he loves, and attempt to win her heart. High quality, personalised & instant, Axe Wingman has pushed the boundaries on the kind of content that can be created on social media.
Insights, Strategy and the Idea:
With Valentines approaching, Axe saw this is an opportunity to help its male fans in the Gulf get dates. In a region where it's taboo to talk about hooking up, we decided to sing about it. Many men tend to undervalue one of the most crucial things about Valentines; popping the question: "Will you be my Valentine?" We believe that if a man asks a woman out in an unforgettable way, he'll make a big impression… even before the actual date. The Idea: Tell us on Facebook about the girl you want to be your Valentine and we'll write, record, and shoot a personalized song for you in 4 hours. Share it with her before Valentine's arrives, and you'll make a big impression on her before the actual date. Unforgettable and personal, it'll be the best "Will you be my Valentine” she ever received.