Axe Promo, Case study THE MULTIPLE GIRLFRIENDS APP by Memac Ogilvy Label Tunis

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Industry Deodorants
Media Promo & PR, Case study
Market Tunisia
Agency Memac Ogilvy Label Tunis
Associate Creative Director Gérald Héraud
Creative Director Nicolas Courant
Art Director Yassine Boughaba
Strategic Planner Cherifa Ben Slamia
Released March 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: UNILEVER
Product/Service: AXE
Date of First Appearance: Mar 1 2011
Entry URL:
Creative Director: Nicolas Courant (Memac Ogilvy Label)
Associate Creative Director: Gérald Héraud (Memac Ogilvy Label)
Digital Planner / Conceptualizer: Mehdi Lamloum (Memac Ogilvy Label)
Art Director: Yassine Boughaba (Memac Ogilvy Label)
Strategic Planner: Cherifa Ben Slamia (Memac Ogilvy Label)
Business Director: Mouna Ben Hamouda (OgilvyAction)
Account Manager: Bedis Benamor (OgilvyAction)
Production Manager: Dorra Ben Jaffaar (OgilvyAction)
Web Developer: Kais Ezzine (eKay Consulting)
Personal Care Brand Manager: Hela Bouraoui (Unilever)
Media placement: Community Application - Facebook - March 1st 2011

Insights, Strategy & the Idea
Our mission was to drive awareness for Axe by engaging with young Tunisian men and bring the Axe Effect to life. Considering the advertising restrictions – related to a Muslim country - and the massive uplift of Facebook accounts in Tunisia over the last 6 months, we proposed to activate the Axe Effect digitally and run the campaign on Facebook. We therefore needed to create something playful that could spread and live its own life. To do so, we brought the Tunisian "Macho ego" to life and used curiosity to drive the viral effect.

Creative Execution
We combined a typically Tunisian male characteristic – bragging about how many girls one can line up - and the famous Facebook Relationship Status. And we twisted it around to the brand’s advantage by creating the Axe Effect application. A simple app which pimped the individual relationship status significantly by adding virtually tenth or hundreds of attractive women. When one uses the application, a special Relationship Status appears on his wall, announcing he’s engaged to a huge number of girls instead of only one. By clicking on the status, curious friends are redirected to the Axe page where they can use the same application.

Results and Effectiveness
We used the power of Facebook to bypass advertising restrictions in Tunisia. The application spread to thousands of people via newsfeed, profile pages, comments and likes. We got our target audience to promote personally the Axe Effect by simply twisting a Facebook function. 6 weeks running the application is becoming one of the most used digital activation tools for Unilever in recent years.