Malaysian Media Awards Winners Showcase





2012 | |

Surrender Or Be Arrested By The Axe-Police

Advertiser: Unilever (Malaysia) Holdings Sdn Bhd
Brand: Axe
Creative Agency: -
Credits: -

Challenge
After a successful launch in 2010, Axe needed to continue engaging with its target audience to ensure it becomes the #1 brand in the category. Innovative tactics were required to re-inforce the message of ‘Axe fragrance seduces women and helps guys get an edge in the mating game’.

Solution
Two not-so-well known insights about guys are – 1. Contrary to popular belief, most guys LOVE women who make the first move 2. Women in uniform are HOT The “Axe Police(women)” force was born with the key mission of “arresting” Axe-using guys whose crime was seducing women through their smell and disturbing the moral code. But when they set out “arresting” these guys, the Axe Policewomen ended up falling for them!

Execution
Mysterious videos of policewomen manhandling suspects were seeded on Youtube, with “summons” being given out directing guys to call into an Interactive Voice Response (IVR) system. A sexy policewoman spoke to guys, persuading them to surrender at the Axe Most Wanted Facebook app. Banners and social sharing also drove guys to the FB page. Guys “confessed their crime” and submitted their “mugshots”, which was later opened up for public voting.

Results
•In 3 months, total fans on the Facebook page increased by 100%, reaching the Top 5 male-targeted Facebook pages in Malaysia!
•1136 guys participated in the “Most- Wanted” contest, with over 36,000 voting for them.
•AXE became the #1 male fragrance brand