Fusion of media outlets reaps significant awards for AXE

Axe combines the power of a TV commercial and an online campaign to gain a greater market share.

In order to penetrate and maintain a younger male audience for its deodorants; Axe developed the novel idea of harnessing the power of two media outlets- TV advertising and online media- to engage young male viewers while increasing brand-awareness. Using the popular Shazam mobile application, TV viewers could tag the audio from the commercial and thus find themselves in an online Axe environment. The campaign succeeded in its goals- culminating in 40% extra Facebook fans and 40,000 online tags.
TitleThe AXE Anarchy Shazam Case
Agency
Campaign The AXE Anarchy Shazam Case
Advertiser Unilever
Brand Axe

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Account Manager B..t C....ns Subscribers Only
Business Planning Manager ..s Th.....ans Subscribers Only
TV Manager P...er B...er Subscribers Only
Digital & Invention Director Je......hel D....se Subscribers Only