Axe Promo CLICK FARM by BBH London

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Industry Deodorants
Media Promo & PR
Market United Kingdom
Agency BBH London
Executive Creative Director Nick Gill
Creative Director David Kolbusz, Dominic Goldman
Art Director Gary Mccreadie Bbh
Copywriter Wesley Hawes Bbh
Released May 2013

Credits & Description

Advertiser: AXE
Agency: BBH
Category: Best Use of Other Digital Media in a Promotional Campaign
Advertising campaign: CLICK FARM
Agency Producer: Chris Meachin (BBH)
Creative Director: Dominic Goldman (BBH)
Art Director: Gary McCreadie (BBH)
Account Manager: Ngaio Pardon (BBH)
Account Planner: Tim Jones (BBH)
Account Manager: Tom Murphy (BBH)
Digital Producer: Xander Amo (Media Monks)
Copywriter: Wesley Hawes (BBH)
Agency Producer: Bryony Dellow (BBH)
Creative Director: David Kolbusz (BBH)
Executive Creative Director: Nick Gill (BBH)
Agency Producer : Richard Adkins (BBH)

The Axe Click Farm was a subversive use of an existing digital behaviour that we had witnessed on our own platform. Click farms are normally thought of in a negative way, they are illegal and ruin competitions. Our idea flipped this dynamic on its head, by using the click farm phenomena to our own ends we will give more guys the chance to win the trip of a lifetime.

The Click Farm is due to go live at the end of April, so we don't have results yet, but we are confident it will be a hit.

Client Brief Or Objective
In 2013, AXE launched it’s most ambitious campaign yet - the AXE Apollo Space Academy, a global competition to send normal guys into space. The campaign idea ‘leave a man, come back a hero’ promised that when it comes to attracting girls, nothing beats an astronaut.To win a ticket, guys had to sign up online and canvass their friends for votes. Guys that got to the competition late were put off by how far ahead those in the lead were and entries were declining. The brief – create an idea that gave everyone a chance to top the leader board.

Our idea came from a surprising insight - people were trying to cheat the voting system. Some guys were even paying click farms which harness the votes of illegitimate users.We decided to beat them at their own game.The Axe Click Farm was a live digital contest that gave guys a chance to boost their votes. Guys participated from home and had to impress a hall of AXE girls via webcam in exchange for votes. The more entertaining they were, the more votes awarded.Our metric for success – keep the Click Farm busy and the girls entertained.