Axe DM AXE PREMIERE by Grape Advertising Agency

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Industry Deodorants
Media Direct marketing
Market Russia
Agency Grape Advertising Agency
Released October 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: UNILEVER
Product/Service: DEODORANT
Agency: GRAPE
Date of First Appearance: Oct 13 2010
Entrant Company: GRAPE, Moscow, RUSSIA
Entry URL:
Brand Manager: Yuri Dolzhenko (Unilever)
Creative Producer: Mikhail Liubich (Grape)
Promotion / Strategy: Mikhail Geisherik (Grape)
Campaign Manager: Andrey Volkov (Grape)
Programming: Rashid Galimov (Grape)
Media placement: Internet - Http:// - 13.07.2010

Describe the brief/objective of the direct campaign.
Target audience: men, 25-35 years
To create a viral campaign for the AXE brand using a huge impact caused by the students' gift to Putin.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Just 3 working days after the publication of the calendar for the Prime Minister in mass media, we created and presented to the public the AXE calendar, where girls from Saratov University just as bravely as their predecessors from Moscow State got undressed in honour of each and every one who knows what AXE effect is!

In record time, the team executed the project.

The AXE-calendar is personalizeable: everyone can enter their name to create a calendar, where the searing beauties seem seduced by you. You can post your personalized calendar in a social network or save it as wallpaper.

Explain why the creative execution was relevant to the product or service.
October, 7 2010 Russia was shocked by an extraordinary gift of Moscow State University students (Faculty of Journalism) to Russian Prime Minister Vladimir Putin - a calendar with candid photos and appeals. It became a huge hype, was the hottest discussion topic in the news, and the most talked-about event. Just 3 days later came the time to be amazed again!
AXE, first among brands, used a hot topic and has implemented a new-found creative trend in his campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
A vivid image campaign was held, it demonstrated that the brand is actively involved in public life, the brand has a sense of humour and is attentive to its customers.

more than 100 000 unique users visited the site during just 10 days
more than 1 mill page views
1642 traffic courses

more than 40 000 unique calendars were created coverage of users in social media - more than 1.5 million

A more detailed case study can be viewed on the website.