Cannes Lions
MINDSHARE, Istanbul / UNILEVER / 2013
Overview
Entries
Credits
Execution
We launched the competition on TV and digital, directing guys to the competition on the Axe Effect Facebook page. Then each of the female football players were introduced with 5 different TV spots.
Press, cinema and instore activity ensured guys knew about the competition and drove them to participate.
Axe provided support to the men’s team by partnering with Ntvspor, the premier sports channel in Turkey. Pascal Nouma, a very well known football player featured in our advertorial and provided coaching tips for The Axe Men Team. This was broadcast across multiple programmes on Ntvspor.
Finally, we produced the first YouTube takeover banner in Turkey.
This multi channel execution created huge excitement. From over 8.500 entries, just five lucky guys were selected; and on 2nd June, The Hottest Match took place in Istanbul, broadcast live on Axe Effect Facebook page. National TV news and sport programmes reported on the match.
Outcome
Even the results could not resist the Axe Effect:
The first YouTube takeover banner in Turkey, reached 1.164.000 clicks and 3.000.000 video views.
Generated over US$465.000 in earned media.
In just three months, Axe Hair had attained a 16% share of the male shampoo market.
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