Axe Film, Digital CLICK FARM [video] by BBH London

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CLICK FARM [video]

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Industry Hygiene & Personal Care Products
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency BBH London
Executive Creative Director Nick Gill
Creative Director David Kolbusz, Dominic Goldman
Art Director Gary Mccreadie Bbh, Felipe Guimaraes Bbh
Copywriter Wesley Hawes Bbh
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Use of Games Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Games
Advertiser: AXE
Product/Service: LYNX
Agency: BBH London, UNITED KINGDOM
Digital Producer: Xander Amo (Media Monks)
Account Planner: Tim Jones (BBH)
Account Manager: Tom Murphy (BBH)
Account Manager: Ngaio Pardon (BBH)
Agency Producer: Bryony Dellow (BBH)
Agency Producer: Chris Meachin (BBH)
Copywriter: Wesley Hawes (BBH)
Art Director: Gary McCreadie (BBH)
Creative Director: David Kolbusz (BBH)
Creative Director: Dominic Goldman (BBH)
Executive Creative Director: Nick Gill (BBH)
Agency Producer: Richard Adkins (BBH)
Digital Designer: Vinny Olimpio (BBH)
Creative Tech: Gabor Szalatnyai (BBH)
Art Director: Felipe Guimaraes (BBH)
Copy Writer: Lambros Charalambous (BBH)
Exec Producer: Josh Tenser (BBH)
Describe the brief from the client
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.
Promotion Development
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.
Results
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.
Relevancy to Product/Service
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.