AXE WINGMAN by DIGITAL REPUBLIC Dubai for Axe

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AXE WINGMAN

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Industry Deodorants
Media Digital, Interactive & Mobile, Viral
Market United Arab Emirates
Agency DIGITAL REPUBLIC Dubai
Released February 2013

Awards

Dubai Lynx 2013
Interactive VIRAL AND EMAIL MARKETING BRONZE

Credits & Description

Case Film URL: http://208.100.15.183/fbapps/Axe/Axe-Wingman.htm
Viral Video URL: http://www.youtube.com/watch?v=ZTSKLIl9kPc&list=PLanRYBC1BLQ90z-0oxlfoO-K7aIWi0qN_&index=1
Client UNILEVER
Product AXE
Entrant DIGITAL REPUBLIC Dubai, UNITED ARAB EMIRATES
Type of Entry: Interactive: Digital Tools
Category: VIRAL AND EMAIL MARKETING
Title: AXE WINGMAN
Product/Service: AXE
Entrant Company : DIGITAL REPUBLIC Dubai, UNITED ARAB EMIRATES
Advertising Agency : DIGITAL REPUBLIC Dubai, UNITED ARAB EMIRATES
Name Company Position
Karim A. Yusuf Songwriter
Mohamed Jamal Songwriter
Omar El-Deeb Songwriter
Shady Ahmed Songwriter
Mohamed Ghazy Songwriter
Ahmed Safi Songwriter
Heba Elkest Digital Republic Motion Designer
Mohamed Khaled Digital Republic Director/Editor
Nadine Sayegh Digital Republic Social Media Specialist
Ahmed El-Sadek Digital Republic Senior Social Media Consultant
Hassan Daoud Digital Republic Senior Digital Media Consultant
Ismail Ternawly Digital Republic Head Of Accounts
Karim A. Yusuf Digital Republic Art Director
Mohamed Ghazy Digital Republic Copywriter
Karim A. Yusuf Digital Republic Creative Director
Brief Explanation:
In a region where it's taboo to talk about hooking up, Axe in the Gulf decided to sing about it. 2 weeks before Valentines, we released a catchy unorthodox music video asking fans to share details and stories about whom they’d like to ask out. Every weekday we would choose a fan story and write, record, shoot, and release a personalized song for that lucky fan to share with the girl he loves. With over 180,000 views in 2 weeks, and over 1.3 million viral impressions, Axe Wingman has been a huge success in the Gulf. But best of all, we managed to hook up 8 of our fans with the women they love.