Cannes Lions

AXE EXCITE

MINDSHARE, Amsterdam / UNILEVER / 2011

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Overview

Entries

Credits

Overview

Execution

Together with Mindshare's recommendation that digital is THE key channel to reach young Dutch guys, Media Republic developed the Benelux digital platform Heaven On Earth. Three AXE fallen angels in a house for two weeks, viewable 24/7 live via webcams. Guys earn halos to unlock hidden cameras & interact with the angels on Twitter, Dutch social network Hyves, and Facebook.Our channel approach was grounded in digital, supported by TV, print, OOH, and mobile.

*Secured a key partnership with YouTube as the hub for Heaven On Earth daily recaps, and used engaging mastheads with a direct live stream from the house - a first for EMEA.

*Partnered with music platform Spotify, recently launched in Holland, allowing guys to request songs to be played in the house.* Hyves is still the reigning king in Holland for young guys. Thus partnered with Hyves as our main social platform & online traffic driver.

Outcome

* 720.000+ total Dutch site visits in less than four weeks, far surpassing the set benchmark for previous campaigns of 200.000.

* 70% of all site traffic driven by digital paid media.* YouTube mastheads increased* Axe gained 13,000+ fans (starting with just 45) and 5,000+ likes & mentions across social network platforms Hyves, Facebook, Twitter & YouTube. All in >4 weeks.* Spotify audio ad had an action rate of 7% - compared to industry average of 0.25%.And the result of all results - Axe Excite became the top-selling Axe variant in the Netherlands.

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