March 2014
Intermediate to advanced
272 pages
4h 37m
English
Content preview from The Best Digital Marketing Campaigns in the World II
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Market
Middle East
Descriptor
The sweet smell of success for Axe!
The challenge
To help Axe fans get dates on Valentine’s Day.
Campaign budget
Approximately $100,000 including media and production.
Target audience
Men.
Action
- Put together a series of teaser print ads.
- Developed the idea of ‘Ask her out on a date in an unforgettable way. Make an impression before the actual date.’
- Two weeks before Valentine’s Day, Axe released a music video asking fans to tell us who they’d like to ask out for a date. It recruited some of the most talented underground songwriters in the region.
- Every weekday leading up to Valentines we would choose a fan comment, and transform it into a highly personalized quality song… in just four ...
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