Cannes Lions

DEODORANT

OMD INDIA, Mumbai / UNILEVER / 2011

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Overview

Entries

Credits

Overview

Execution

Marrying the key insight of the audience with the core DNA of Axe, we created the Axe Music Star Game on the Direct To Home (DTH) platform.

The game brought together music, girls and gaming - the 3 interests of young males.The game was created specifically for the Direct To Home (DTH) platform - a new emerging entertainment platform in India which consumers are increasingly exploring for entertainment beyond television. It also gave us reach beyond the computer/internet base.The uniqueness of the game was that it could be played using the DTH Remote Control.The game was hosted on the iGame section on BIG DTH (with a subscriber base of 3.5 million), and promoted through inventory on BIG DTH as well as SMS shots to the subscriber database of Big DTH.

Outcome

It combined the power of gaming and music to pull consumers, rather than just pushing the brand message to them.The game achieved 1.5 million unique game plays, which is 40% of the total subscriber base of the platform it was mounted on. On average each person played the game 2.5 times, and the average time spent interacting was 4.5 minutes. This shows the repeat and retention power of the property, and its capacity to engage and entertain the audiences.All of this was achieved at a cost of just USD 0.04 per user - a fantastic ROI.

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