A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
I-05-05. AXE Provokes Mothers Hysteria
| Agency | R&I |
| Creative head | Serafima Gurova |
| Author of idea | Serafima Gurova |
| Product | AXE Tutorial app |
| Description | AXE Hair brand decides to launch an app to promote a new product. The app was designed as a “First Impressions Basics” textbook launched just before school year started. The agency decided to use one of the most certain facts of life – what’s forbidden is desired. When it comes to teenagers, that fact is accompanied by a strong booster – what’s forbidden by your mom is desired beyond belief. The agency creates a Mother, who writes a petition on a government website where she addresses The Ministry of education and science of Russia with a request to stop the release of AXE’s distorted mobile app. The Mother starts a vast agitation over the Internet to acquire the most signatures. She writes posts all over the web, telling everyone how the app content is a debauchery children simply can not get their hands on. Throughout the agitation bloggers, opinion-leaders and popular social media users divided in two – some were outraged, some wanted children to learn how to deal with the opposite sex. The objective was to cause public dispair, make the app scandalous and put it under discussion with no costs for media tools. The agency managed to use just the necessary PR tools to create a hot topic and reasons for the public to go wild. Teenagers got curious about the heated discussion and within the first couple of days the app rose to the Top20. |
| Advertiser | Unilever |
| Team members | Alina Voloshina |
