Cannes Lions

AXE LET ME IN

LOWE-SSP3, Bogota / UNILEVER / 2013

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Case Film
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Overview

Entries

Credits

Overview

Description

More than 16'000 views in YouTube, and 388 downloads in the first weekend.

274 guys rescued by the Axe girls and a lot of new hook ups.

People from all over the country scheduled rescues.

What mattered the most to us was that we were able to help a large group of men that otherwise, wouldn't have been able to find a simple solution to a problem that affects men all over the world. Each and every one of the rescued men were able to become a spokesperson for the brand, increasing the app's hype and spreading the Axe Effect.

Execution

The place where most guys actually hit on girls is a club. Ironically, it is the guys that enter with girls that they have better chances to hit on a girl they don't know. Given that our product helps guys hit on girls, the app allowed them to enter the club so that Axe could do the rest.

Outcome

More than 16,000 views in YouTube, and 388 downloads in the first weekend.

274 guys rescued by the Axe girls and a lot of new hook ups.

People from all over the country scheduled rescues.

What mattered the most to us was that we were able to help a large group of men that otherwise, wouldn't have been able to find a simple solution to a problem that affects men all over the world. Each and every one of the rescued men were able to become a spokesperson for the brand, increasing the app's hype and spreading the Axe Effect.

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