"Enohpelet" 2.0

Client: Unilever
Brand: Axe
Campaign: Axe Phone

The secret ambition of every guy is snatching the mobile number of a cute girl he likes. With social networks booming and an all-round addiction to communications, phone numbers can be viewed as second on the scale of desirability and intimacy - right after the first invitation for a cup of coffee. And if she gives you her number smiling nicely and whispering something like: “Well... Call me sometime soon, would you...?”, you can really start to celebrate! She likes you!
But sophisticated cuties do not use the standard approach for getting close 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 smart, use AXE,... get all the phone numbers you want!

Core communication
The TV commercial with a sexy waitress painting her mobile number in ketchup on a sandwich was already airing so we started the online campaign without any preparatory activities.

нофелет

We created a promo-website http://phone.axeeffect.ru/ and uploaded five girls’ profiles with name, age, home city, hobbies and a video clip for each of them. In the videos the girls revealed some of their most unusual experiences of getting to know someone new at work or at the university.

Registered users studied the profiles and watched the videos. And this is where the interactive part started! If the guy left his phone number during the registration, he received a phone call from the girl asking him to guess her occupation or future profession while watching the video. (In case the user decided not to input his number at the registration, the girl asked him to answer on the website.)
We checked his answer to find out if it was correct. 3G Digital media www.3gdigital.ru integrated the campaign with mobile devices. They also used their technical platform WOW-call © for interactive “calling” videos operated by voice or text and for sending SMS and MMS. This was the first experiment with voice decoding during a phone call in Russia.
If the caller correctly answered the question it triggered another video with the girl at her office, congratulating the winner and offering to continue socializing with him.

He also was offered:
1. A wake up call with her sweet gentle voice calling him by name and telling him that it was time to get up.
2. Or an, MMS with an AXE branded ring-tone and photo of the girl (this was possible due to WOW-call technology).
3. Or she would, invite one of his friends to the website simply by inputting his phone number, name and e-mail.
The invited person got a link for the video and website. After clicking the link (without registration!) he could watch the video and he receive a the phone call from the girl. She would call him by name, and ask him to answer her question. If his answer was right he would be offered the chance to fill out the registration fields and invite more friends.
Along with enjoying this fun promo everyone was invited to join the www.axeeffect.ru community where they could meet more cute girls, get an e-mail, a call, or a pre-recorded voice message from an AXE-girl.

And to help out our boys with this issue we gave them several useful suggestions on techniques for getting the number of that girl who was not in the AXE-community yet.

“Action” mobile world

We also created a mobile version to target even more people. We adapted all of our materials for mobile phones and used them in our “Dating service” and in our “Action” mobile world:
1. Girls’ profiles (only photos and text) were available in the mobile world..
2. The task was to guess the girls’ occupation and get her phone number.
3. If the answers were correct the user could order a wake up call, a ring-tone and an 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 information to the site and assigned them logins and passwords via SMS.
Mobile world “Action” is a broad network with lots of services and we highlighted some of these services in the invitations:

1. The girls’ profiles were always on top of the search results.
2. We used pop-up windows to show their pictures.
3. We also sent a welcome letter after authorization in “Action”. Like this: “Hi! It is possible to get any girl’s phone number. In fact you won’t even have to ask for it! Wanna know all the tricks? Go to the “Intuition” game page or to the “Dating” section on our website.”
4. We also used a banner saying “Get her number”.

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

Axeeffect.ru is burning hot!

During the campaign we used www.axeeffect.ru which is relevant to our TA:

1. All registrants on http://phone.axeeffect.ru could automatically join the www.axeeffect.ru community.
2. We posted the article “How to get her number?”

3. We included on the site the test “Do the girls give you their phone numbers?”
4. Highlighted search for axe-girls from promo-website – everyone could call or leave them a message.
5. E-mail invitations from girls to all the users registered on www.axeeffect.ru
6. 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 ratings were given by other registered users in real-time. The top ten leaders were awarded with mobile phones and Playstations.

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

Blogosphere
To interest an older audience who reads more we made two-ways to communicate in our blogs. We used AXE-boy who was very popular among women and did not experience any problems meeting girls, and telling the most unusual ways they he met girls.

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

A popular blogger started talking about “secret signs” that showed a girl’s desire to get to know you and describing some uncommon ways to meet girls. Axe-boy at the same time wastalking about all the attention he was getting from the girls.

He described his adventures in his blog and showed some of the phone numbers he got as proof. The point is that all the numbers were real and at any moment users could dial any of the numbers and get the message, saying “Sorry but I’m at a lecture Go to my page at www.axeeffect.ru to chat with me later!”) with the link to the axe-girl’s page.

Reveal
Two main communication lines developed separately. Finally we revealed the video with one of the girls telling everyone that the AXE-effect was the only reason things were happening to the AXE-boy.

By adding to the campaign with offline interactivity we were able to work with those who were already involved, and with a new audience who was interested in trying new ways to communicate. They could see that some uncommon tricks actually worked for people just like them, and that was a great way to boost their confidence with AXE. Girls at the same time liked the confidence this gave the guys and they did not mind initiating the process of meeting new people.

Results

During the three-week campaign we had 320,000 visitors on the promo-website http://phone.axeeffect.ru

The number of calls were as follows:
- 2 996 incoming calls on IVR numbers:
- 4 208 outgoing calls.

Total audience that communicated with the campaign materials - 3 100 000.

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

Back to portfolio


	"Enohpelet" 2.0 Client: Unilever Brand: Axe Campaign: Axe Phone The secret ambition of every guy is snatching the mobile number of a cute girl he likes. With social networks booming and an all-round addiction to communications, phone numbers can be viewed as second on the scale of desirability and intimacy - right after the first invitation for a cup of coffee. And if she gives you her number smiling nicely and whispering something like: “Well... Call me sometime soon, would you...?”, you can really start to celebrate! She likes you! But sophisticated cuties do not use the standard approach for getting close 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 smart, use AXE,... get all the phone numbers you want! Core communication The TV commercial with a sexy waitress painting her mobile number in ketchup on a sandwich was already airing so we started the online campaign without any preparatory activities. We created a promo-website http://phone.axeeffect.ru/ and uploaded five girls’ profiles with name, age, home city, hobbies and a video clip for each of them. In the videos the girls revealed some of their most unusual experiences of getting to know someone new at work or at the university. Registered users studied the profiles and watched the videos. And this is where the interactive part started! If the guy left his phone number during the registration, he received a phone call from the girl asking him to guess her occupation or future profession while watching the video. (In case the user decided not to input his number at the registration, the girl asked him to answer on the website.) We checked his answer to find out if it was correct. 3G Digital media www.3gdigital.ru integrated the campaign with mobile devices. They also used their technical platform WOW-call © for interactive “calling” videos operated by voice or text and for sending SMS and MMS. This was the first experiment with voice decoding during a phone call in Russia. If the caller correctly answered the question it triggered another video with the girl at her office, congratulating the winner and offering to continue socializing with him. He also was offered: 1. A wake up call with her sweet gentle voice calling him by name and telling him that it was time to get up. 2. Or an, MMS with an AXE branded ring-tone and photo of the girl (this was possible due to WOW-call technology). 3. Or she would, invite one of his friends to the website simply by inputting his phone number, name and e-mail. The invited person got a link for the video and website. After clicking the link (without registration!) he could watch the video and he receive a the phone call from the girl. She would call him by name, and ask him to answer her question. If his answer was right he would be offered the chance to fill out the registration fields and invite more friends. Along with enjoying this fun promo everyone was invited to join the www.axeeffect.ru community where they could meet more cute girls, get an e-mail, a call, or a pre-recorded voice message from an AXE-girl. And to help out our boys with this issue we gave them several useful suggestions on techniques for getting the number of that girl who was not in the AXE-community yet. “Action” mobile world We also created a mobile version to target even more people. We adapted all of our materials for mobile phones and used them in our “Dating service” and in our “Action” mobile world: 1. Girls’ profiles (only photos and text) were available in the mobile world.. 2. The task was to guess the girls’ occupation and get her phone number. 3. If the answers were correct the user could order a wake up call, a ring-tone and an 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 information to the site and assigned them logins and passwords via SMS. Mobile world “Action” is a broad network with lots of services and we highlighted some of these services in the invitations: 1. The girls’ profiles were always on top of the search results. 2. We used pop-up windows to show their pictures. 3. We also sent a welcome letter after authorization in “Action”. Like this: “Hi! It is possible to get any girl’s phone number. In fact you won’t even have to ask for it! Wanna know all the tricks? Go to the “Intuition” game page or to the “Dating” section on our website.” 4. We also used a banner saying “Get her number”. As an extra bonus for the boys and as an additional communication with the brand, we made it possible to type in promo code from any AXE product to raise and customize you profile on the “Dating” page of the mobile world. Also his profile and a photo were put into a special contest called “I’d give him my number!” and the winner got a PSP. Axeeffect.ru is burning hot! During the campaign we used www.axeeffect.ru which is relevant to our TA: 1. All registrants on http://phone.axeeffect.ru could automatically join the www.axeeffect.ru community. 2. We posted the article “How to get her number?” 3. We included on the site the test “Do the girls give you their phone numbers?” 4. Highlighted search for axe-girls from promo-website – everyone could call or leave them a message. 5. E-mail invitations from girls to all the users registered on www.axeeffect.ru 6. 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 ratings were given by other registered users in real-time. The top ten leaders were awarded with mobile phones and Playstations. This contest was adapted for “Action” mobile world. To take part in it the boys had to confirm registration on www.axeeffect.ru (or on promo-website) and get the login and password. Blogosphere To interest an older audience who reads more we made two-ways to communicate in our blogs. We used AXE-boy who was very popular among women and did not experience any problems meeting girls, and telling the most unusual ways they he met girls. Most of the stories were told by three smart cute girls who dared to do the wildest things in order to get close to those guys they liked. They were constantly inventing new approaches and shared their experiences, asked for advice and helped each other. We uploaded photos of some of the experiments taken by the cameras in their mobile phones. A popular blogger started talking about “secret signs” that showed a girl’s desire to get to know you and describing some uncommon ways to meet girls. Axe-boy at the same time wastalking about all the attention he was getting from the girls. He described his adventures in his blog and showed some of the phone numbers he got as proof. The point is that all the numbers were real and at any moment users could dial any of the numbers and get the message, saying “Sorry but I’m at a lecture Go to my page at www.axeeffect.ru to chat with me later!”) with the link to the axe-girl’s page. Reveal Two main communication lines developed separately. Finally we revealed the video with one of the girls telling everyone that the AXE-effect was the only reason things were happening to the AXE-boy. By adding to the campaign with offline interactivity we were able to work with those who were already involved, and with a new audience who was interested in trying new ways to communicate. They could see that some uncommon tricks actually worked for people just like them, and that was a great way to boost their confidence with AXE. Girls at the same time liked the confidence this gave the guys and they did not mind initiating the process of meeting new people. Results During the three-week campaign we had 320,000 visitors on the promo-website http://phone.axeeffect.ru The number of calls were as follows: - 2 996 incoming calls on IVR numbers: - 4 208 outgoing calls. Total audience that communicated with the campaign materials - 3 100 000. Involved visitors (visited axe-girls’ and axe-boy’s blogs, watched the videos, etc.) is more than 70,000 at this time. Back to portfolio