Media > Use of Media
GIRL
LOWE/SSPM, Bogota / UNILEVER / 2005
Awards:
Overview
Credits
Overview
Audience
To get a "Playful Public Fantasy" in a magazine showing the Axe effect.
Effectiveness
Subject of the day in several radio programmes. The most recalled cover in the history of the SoHo magazine. Millions of Colombian pesos in "free publicity".
Execution
Every man dreams of being able to take off the clothes of a top model and Axe allowed it. In the magazine cover there was a small edge that says: "Lift here" at the end of the dress. When men lifted the dress, they discovered a naked woman. Behind the dress it said: "Taking off her dress without her getting mad at you. That’s the Axe effect."
MediaEffort
The target was absolutely surprised by the action, by being, first of all, the centre of the benefit Axe has always communicated, and second by keeping the coolness by using a very admired magazine that talks without any kind of shame, like Axe.
MediaStrategy
Axe is a brand that has to make surprising things all the time. The magazine used for this, SoHo, is a magazine just for men that has achieved a great impact. There's alway a gorgeous girl on the cover. Instead of just having an ad in the magazine, we used the cover girl.
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