AXE EFFECT by Biedermann Publicidad for Axe

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AXE EFFECT

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Industry Shows, Events & Festivals, Deodorants
Media Promo & PR, Case study
Market Paraguay
Agency Biedermann Publicidad
Creative Director Oscar Vera
Art Director Alejandro Rebull
Released December 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: UNILEVER
Product/Service: CELEBRITY ENDORSEMENT
Creative Director: Oscar Vera (Biedermann Publicidad)
Art Director: Alejandro Rebull (Biedermann Publicidad)
Chief Creative Officer: Federico Perie (Biedermann Publicidad)
Account Executive: Magali Daporta (Biedermann Publicidad)
Media placement: Press Amplification - Diario ABC Color Paraguay - 4 July
Media placement: Diario ABC Color Paraguay - Event Live With Celebrity - 4 July

Summary of the Campaign
The principal challenge was to stand out during the World Cup 2010 Season with a very low budget. The objective was to create free press by highlighting the brand and making it possible to reach everybody’s attention. Our strategy was to fuse both things men love the most: Soccer and Women. So we created the "sexiest billboard" to appeal to men. We got amazing results, as we were able to get everybody's attention on our brand, generating millions and millions of dollars in free press.

The Situation
During the World Cup 2010 Season, all brands were advertising at the same time, so this generated a big confusion with the consumers. We had a very low budget to make AXE get the sufficient relevancy we wanted to have during this season.

The Goal
The objective was to make everybody talk about our brand. Therefore we would reach as much of an impact as possible in the media press with a very simple idea, but a very effective one at the same time.

The Strategy
We joined the two things men like the most: soccer and women, the perfect combination!

Execution
The solution was to create the sexiest billboard in the world... Tattooing the Axe logo on Larissa Riquelme's chest, taking advantage of the explosive popularity of the Paraguayan model after she was named the 'World Cup’s girlfriend' by the international media which was covering the World Cup.
The impact generated around Larissa Axe case was such that she was invited to important worldwide promotions and programmes.

Documented Results
- The Larissa Riquelme/Axe Joint helped achieve brand exposure worldwide, making over 2 million dollars in free press.
- Revolution of the social sites, showing girls with the brand logo AXE tattooed on them.
- We made the Larissa Riquelme/Axe phenomenon become a case study for research in forums and marketing blogs, university programmes, academic lectures, international pages and more.