| Title | A NEW USE OF CHOCOLATE! |
| Brand | HINDUSTAN UNILEVER |
| Product / Service | AXE DEODORANT |
| Category | A07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc. |
| Entrant | MINDSHARE INDIA Mumbai, INDIA |
| Entrant Company: | MINDSHARE INDIA Mumbai, INDIA |
| Media Agency: | MINDSHARE INDIA Mumbai, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Rahul Upadhyaya | Mindshare | Executive |
| Nikshep Nair | Mindshare | Manager |
| Tejas Apte | Mindshare | Manager |
| Jhumka Saha | Mindshare | Director |
The digital campaign served 40 million impressions with a CTR of 1.73%. (The average CTR in India is 0.5%) The 24 hour roadblock on day 1 reached approximately 80% of the Axe TG who are online. 5,34,753 (approx 9% of Axe TG) visited www.axeffect.com. More than 15,000 guys got their girl by sending the Axe chocolates Top of Mind Recall increased by 10%, despite the TVC Sales tripled and the product was out of stock in three month due to the overwhelming response. The campaign resulted in market share increase by 11% - highest ever since 2007.
In today’s age most males in Axe TG are present online. Internet is the place where their fantasies come alive. Axe decided to become the ultimate enabler for their fantasy through Axe Chocolate Month. Guys could register on www.axeffect.com and lure women by sending real chocolates for free in ‘Axe Choclate Man’ shape. Simultaneously, guys could send a box of chocolates by registering through their mobile phones. The Axe Chocolate Man was the face of this campaign. On the first day of Axe Chocolate month (Nov 08) , all leading portals like Yahoo!, Rediff, MSN, Indiatimes and Zapak were smeared with chocolate through a 24 hour road block to announce the launch of Axe Chocolate Month. For the first time ever, Yahoo altered its logo to drip with chocolate to announce the launch of Axe chocolate month The Axe chocolate dominated online space with presence on over 600 relevant portals.
Axe’s new variant Dark Temptation which was positioned as "as irresistible as dark chocolate" was launched to recruit new users. Within weeks of the campaign launch, the Information and Broadcasting Ministry banned the launch TVC for being too sensual for Indian audience. Stopping the campaign would’ve meant a huge loss of business for the new variant. Hence, we had to continue the campaign and deliver an impactful launch to 12 million young Indians without the lead medium, TV. Young men are shy and lack confidence to break ice with the fairer sex. Axe helped them with the insight ‘women find chocolate irresistible’ to give them an edge in the mating game. The objective was to spread the Axe effect in a disruptive manner and help young guys to get the girl using Axe.