Cannes 2007 AXE Integrated Grand Prix

Title: AXE 3
Advertiser/Client: UNILEVER
Product/Service: AXE 3 FRAGRANCE
Entrant Company, City: VEGAOLMOSPONCE, Buenos Aires
Country: ARGENTINA

Description:
Axe needed a real product and communication innovation that would take its consumption rates to the next level. To achieve this, we created the NEW AXE 3: two Axe that could be mixed to get a third fragrance. To communicate the concept of "mixable fragrances" we came up with a simple, straightforward & 100% Axe media neutral idea: mixable Axe fragrances would give guys mixable women. The campaign was based on this simple concept, showing guys in every form of media available that it is good to mix, and even better to mix different kinds of gorgeous women. That's how the craze of mixing women started.

Launch And Execution:
The first wave of communication established the concept on a large scale through the TV ad. We also used specific billboards that suggested ways for guys to mix girls from real parts of the city near the ad, and gave away leaflets where guys could combine different parts of women. The second wave of communication was centered on an interactive billboard where guys could vote for their favorite combination using their cellphones or the Axe site. These women combinations became real and visited radio shows and hot spots in the city to encourage guys to vote for them. The winning combination was displayed on the billboard.

Results:
"Crashes" TVC achieved above-average scores in Recognition, Enjoyment and Branding. The campaign clearly generated new awareness for the brand & achieved huge engagement levels. "Crashes" has proven to drive consumption to higher levels:
• In Latam, we got a 35% increase in consumption per application rate.
• The consumption in grams increased 50% by using both sprays at the same time and pack-life was reduced 10 days.
• This incremental consumption drove growth: 2% incremental share in Argentina and 10% incremental turnover. To sum up, we are glad to say that this campaign exceeded our communication and business goals.

Credit Details:
Name Position Company
Hernán Ponce Executive Creative Director Vegaolmosponce
Rafael D'Alvia/Sebastián Stagno Creative Directors Vegaolmosponce
Vanina Rudaeff Client Services Director Vegaolmosponce
Néstor Ferreyro Account Director Vegaolmosponce
Angel Castiglia/Matías Corbelle Copywriters Vegaolmosponce
Facundo Romero/Diego Sánchez Art Directors Vegaolmosponce
Russell Taylor Axe Global Brand Director Unilever
Pablo Gazzera Latam Deos Marketing Director Unilever
Florencia Peña Unilever
Cristian Cores Unilever
Olivia Morena Unilever
Jorgelina Racciatti Unilever
Javier Kolliker Unilever
Pedro Kudrnac Unilever
Fernando Laratro Unilever
Gonzalo Vidal Integrated Communications Director Vegaolmosponce
Marcela Augustowsky Integrated Creative Director Vegaolmosponce
Hernán Zamora Integrated Account Director Vegaolmosponce
Juan Manuel Blasco Integrated Art Director Vegaolmosponce
Julián Ibarlucea Integrated Copywriter Vegaolmosponce