TUNISIA'S MOST IRRESISTIBLE STUDENT by Memac Ogilvy Label Tunis for Axe

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TUNISIA'S MOST IRRESISTIBLE STUDENT

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Industry Deodorants
Media Promo & PR
Market Tunisia
Agency Memac Ogilvy Label Tunis
Associate Creative Director Gérald Héraud
Creative Director Nicolas Courant
Art Director Yassine Boughaba
Copywriter Guillaume Clarke
Released November 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: UNILEVER
Product/Service: AXE
Agency: MEMAC OGILVY LABEL TUNISIA
Agency: OGILVYACTION TUNISIA
Date of First Appearance: Nov 15 2010
Entrant Company: MEMAC OGILVY LABEL TUNISIA, Tunis, TUNISIA
Entry URL: http://www.facebook.com/AxeDarkTemptationTunisie
Creative Director: Nicolas Courant (Memac Ogilvy Label Tunisia)
Associate Creative Director: Gérald Héraud (Memac Ogilvy Label Tunisia)
Digital Planner/ Conceptualizer: Mehdi Lamloum (Memac Ogilvy Label Tunisia)
Art Director: Yassine Boughaba (Memac Ogilvy Label Tunisia)
Copywriter: Guillaume Clarke (Memac Ogilvy Label Tunisia)
Business Director: Mouna Ben Hamouda (OgilvyAction Tunisia)
Account Manager: Bedis Benamor (OgilvyAction Tunisia)
Production Manager: Dorra Ben Jaffaar (OgilvyAction Tunisia)
Personal Care Brand Manager: Hela Bouraoui (Unilever)
Second Agency: (Memac OgilvyPR Tunisia)
Media placement: Sampling Stand/ Photo Booth - Medical School Of Sfax And Other Universities - November 15th 2010

Describe the objective of the promotion.
Unilever came to us for a traditional Axe sampling activation towards students. The challenge: how do you activate the Axe effect in a Muslim country where traditional culture tends to separate boys from girls? We needed a pretext to help them connect in a playful and fun way.

Describe how the promotion developed from concept to implementation.
Photo booths were placed in universities all around Tunisia and boys were asked to convince girls to pose with them in front of a professional photographer. The photos were then posted on Facebook in order for the public to choose 'Tunisia’s most irresistible student'. The reward: 5,000 dt for the winner and a local outdoor campaign for each university’s winning photo.

Explain why the method of promotion was most relevant to the product or service.
Results for the brand: 1) A real brand experience: Axe actually helped guys connect with girls 2) The Axe Effect was promoted way beyond universities.

Describe the success of the promotion with both client and consumer including some quantifiable results.
150,000 direct contacts were made through universities. Hundreds of photos soon spread online, promoting both the brand and the students, generating over 165,000 views and 1,8 million displays - the equivalent of a $100,000 web banner campaign. Finally, each university’s winner had his picture published. The campaign that was first aimed at just 80,000 students ended with national coverage. Most importantly, Axe helped guys actually connect with girls.