The pretext: 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 : 5000 dt for the winner and a local outdoor campaign for each university’s winning photo.

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.