Axe Promo AXE RISE UP GIRLS by Buzzman Paris

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Industry Deodorants
Media Promo & PR
Market France
Agency Buzzman Paris
Director Cd Steve Chavez, Traffic Ab
Art Director Sébastien Partika
Copywriter Edouard Olahagaray
Account Supervisor Christelle Delarue
Released June 2010

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: UNILEVER
Product/Service: AXE RISE UP
Date of First Appearance: Jun 6 2010
Entrant Company: BUZZMAN, Paris, FRANCE
Entry URL:
CEO and Creative Director: Georges Mohammed-Cherif (BUZZMAN)
Managing Director: Thomas Granger (BUZZMAN)
Copywriter: Edouard Olahagaray (BUZZMAN)
Art Director: Sébastien Partika (BUZZMAN)
Account Supervisor: Christelle Delarue (BUZZMAN)
Account Manager: Valérie Guillot-Chene (BUZZMAN)
Production Manager: Cléo Ferenzci (BUZZMAN)
Digital Production Manager: Mélanie Rohat Meheust (BUZZMAN)
Community Manager: Xavier Le Boullenger (BUZZMAN)
Web Designer: Sébastien Orsolini (LAJUNGLE)
Director: AB/CD/CD (AB/CD/CD)
Production: (Frenzy)
Media placement: Internet Film - YOUTUBE - 6th June 2010
Media placement: Website - Http:// - 6th June 2010

Describe the objective of the promotion.
Objectif : Promote the new morning shower gel of Axe: « Axe Rise Up », that promises to wake you up so well that you'll be aware of any details and thus, prepared for any meeting with a girl.

Target : Young Men (15-25)

Describe how the promotion developed from concept to implementation.
The campaign starts with a film on Youtube.

Then a website exclusively open from 6 am to 9 am and designed to get you out of your bed thanks to Rise Up Girls waking you up every day in video and challenging you with a quizz about details of her video. You can only see the video once, unless you become a fan of the brand on Facebook.

After 2 weeks, comes the ultimate quizz for the ultimate reward... The awaking of your life, with the Rise Up girls coming to your place and getting you out of your bed.

Explain why the method of promotion was most relevant to the product or service.
A website exclusively open from 6 am to 9 am and designed for getting you out of your bed. That was the big Challenge and it was a succes.

It was appropriate to the product AXE RISE UP, a morning shower gel.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After 3 weeks:

• Teaser : 656 000 views
• Website : 1 000 000 visits (55 000 visits/day)
• 70% of the visits between 6am and 9am
• + 34 000 Facebook fans during the campaign