Enohpelet 2.0

Client: Unilever
Brand: Axe
Campaign: Axe Phone

Sophisticated cuties do not use standard approach for getting closer to someone they like any more, especially with those AXE-boys. It does not matter whether she is a librarian or a waitress at the cafe next door - AXE awakes creativity and fantasy, and the guys just have to be there to get the most out of their charisma. Be bright, use AXE,... get all the phone numbers you want!

Core communication

We created promo-website phone.axeeffect.ru and uploaded five girls’ profiles with name, age, home city, hobbies and video reel for each of them. In the videos the girls revealed some of the most unusual situations from their own experience concerning getting to know some new people at work or at the university.

Registered users studied the profiles and watched the videos. If the guy left his phone number during the registration, he received the phone call from the girl asking him to guess her occupation or future profession while watching the reel. (In case the user decided not to input his number at the registration, the girl asked him to answer on the website.)

Of course, we decoded his answer to find our if was correct. 3G Digital media 3G Digital media integrated the campaign with mobile devices. They also used their technical platform WOW-call © for interactive “calling” reels operated by the sound of voice or text and for sending SMS and MMS. We have to mention that this was the first experiment with voice decoding during the phone call in Russia.

The correct answer triggered another video with the girl shown at her office, congratulating the winner and offering to continue socialization. He also was offer to:

Results:

During the three-weeks campaign we had 320 000 visitors on promo site

Number of calls was the following:

2 996 incoming calls on IVR numbers

4 208 outgoing calls

Total audience that communicated with campaign materials - 3 100 000

Involved visitors (visited axe-girls’ and axe-boy’s blogs, watched the videos, etc.) is more than 70 000 by this time.

Project team:

Art director & designer – Anatoly Shebzuhov
Account director & producer - Alexander Sevrukov
Project manager – Egor Maraev
Viral director – Michail Geisherik
Programmers – Dmitry Konstantinov, Yuri Selin
Producer - Andrey Belyatskiy
Director - Dmitry Bluglass

1. Order a wake up call with sweet and gentle voice calling him by the name and telling that it was time to get up.

2.Get an MMS with AXE branded ring-tone and photo (this was possible due WOW-call technology).

3. Invite his friend to the website by inputting his number, name and e-mail.

The invited person got a link for the video and website. After clicking the link (without registration!) he watched the reel and answered the phone call from the girl. She called him by the name, asked to make some guesses and so on. If his answer was right he was offered to fill out some registration fields and invite some more friends...

Along with enjoying this fun promo everyone was invited to join www.axeeffect.ru community where they could meet more cute chicks or e-mail, call or get a pre-recorded voice message from an AXE-girl.

And to get our boys full covered on this issue we wrote several useful advices with the techniques on getting the number of the girl who was not in AXE-community yet.

“Action” mobile world

We also created mobile version to cover even more audience. We adapted all the materials for mobile phones and used in “Dating service” in “Action” mobile world:

1. Girls’ profiles (only photos and text) were available also in mobile world.
2. The task was to guess girls’ occupation and then get her phone number.
3. If the answers were correct the user could order wake up call, ring-tone and the MMS picture.
4. We invited all the participants to experience the full-version on the website. To make it easier we automatically sent his personal.
5. information to the site and gave them logins and passwords via SMS.

Mobile world “Action” is the broad network with lots of services and we used some of them in invitations:
1. Girls’ profiles were always on top of the search results.
2. Pop-up windows with their pictures.
3. Welcome letter after authorization in “Action”: “Hi! It is possible to get any girl’ phone number. In fact you won’t even have to ask for it! Wanna know all the tricks? Go to “Intuition” game page or to “Dating” on our website.”
4. Banner saying “Get her number”.

As an extra bonus for boys and additional communication with brand, we made it possible to type in promo code from any AXE product to raise and customize you profile on “Dating” page of mobile world. Also the profile and a photo got into special contest called “I’d give him my number!” and the winner got PSP.

Axeeffect.ru is burning hot!

During the campaign we used axeeffect.ru which is relevant to our TA. Also we organized photo-contest on the most unusual way to get the desired number. Users had to send the picture with phone number on the napkin, glass, written with lipstick, etc. and describe the process of getting it. The rating were given by other registered users in the real-time. Ten leaders were awarded with mobile phones and play stations.

This contest was adapted for “Action” mobile world. To take part in it the boys had to confirm registration on axeeffect.ru (or on promo-website) and get login and password.

Blogosphere

To interest older audience who reads a lot we made two-ways communication in blogs. We used axe-boy who was very popular among women and did not experience any problems meeting them, and girls who were telling about the most unusual ways they met somebody.

Most of the stories were told by three smart and cute girls who dared to do the wildest things in order to get close to those guys they liked. They constantly were inventing new approaches and shared the experience, asked for advices and helped each other, uploaded photos of some experiments taken by cameras in mobiles.

Popular blogger started talking about “secret signs” that showed the girl’s desire to get to know you and describing the most uncommon cases. Axe-boy at the same time was talking about tons of attention towards him from the girls. He described all the cases in his blog and showed some of the phone number he got as a prove. The point is that all numbers were real and at any moment other users could dial any of them and get the message, saying “Sorry but I’m at the lecture =( Go to my page at www.axeeffect.ru to chat with me later!” with the link to this axe-girl’s page.

Reveal
Two main communication lines developed separately till the certain moment. And on the reveal stage we published the reel with one of the girls and right after that - post telling that AXE-effect was the only reason for things that had happened to the axe-boy.
By adding to the campaign many offline interactivity we worked with those who were already involved, and with the new audience who were interested in trying new ways in communications. They could see that those uncommon tricks actually worked for people just like they were, and big part in their confidence played AXE. Girls at the same time liked confident guys and did not mind initiating the processes of meeting.