| Title | Axe Mmmousepad |
| Agency |
MullenLowe MENA
|
| Campaign |
Axe Mmmousepad - Unilver
|
| Advertiser |
Unilever
|
| Brand |
Axe
|
| Date of First Broadcast/Publication |
2005 / 5
|
| Product |
Bodyspray
|
| Business Sector | Deodorants
|
| Tagline | The Axe Effect |
| Story | The Axe Mmmousepad uses a skirt to play up on a popular male fantasy. |
| Philosophy | The task was to launch the indigenously-designed website, AxeFantasy.com, to Internet-savvy male youth in the UAE. The solution was to use a medium which cued fantasy instantly to a young male in an environment like an Internet café where he was receptive to the message. Once he played around with the Axe Mmmousepad, he couldn’t help but visit AxeFantasy.com to explore some more fantasies. |
| Problem | The Axe global strategy is ‘Playful Public Fantasies’. To bring it alive in the UAE and avoid censorship offline, we created a website, AxeFantasy.com. Now to launch a site this seductive to hot-blooded young guys, just a web banner campaign didn’t seem to do it enough justice. We had to focus on the one place where they were a captive audience: Internet cafés. |
| Result | Once the target put his hand into the skirt to look for the mouse, there was no turning back. He couldn’t wipe the grin off his face while surfing the web, just like the other guys around him. Understandably, many Mmmousepads ‘disappeared’, but AxeFantasy.com got 3000 plus unique visitors and 115,000 page views during the month-long launch campaign. That’s the power of the Axe Effect. |
| Media Type |
Outdoor/Out of Home
|
| Market | United Arab Emirates |
| Creative Director |
Manoj Ammanath
|
| Agency Producer |
Vinay Chandra
|
| Copywriter |
Sandeep Fernandes
|
| Art Director |
Husen Baba
|
