| Title | FANTASY GIRL WAKE UP CALL |
| Brand | HINDUSTAN UNILEVR |
| Product / Service | AXE DEODORANTS |
| 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 |
25% of the total Axe TG called on the Call Me (Tanya’s) number! The campaign generated 4.4 million calls with over 40% callers calling back multiple times to avail the service. Till now this has been the highest voice data response generated by any brand in ASIA. The brand registered 60% jump in revenue while the category was growing at 50%. The new axe limited edition variant “Axe summer” was sold out within a month of launch. “Brand Appeal” compared to competition improved by 5%. Consideration for “only Brand to purchase” improved by 2%.
Young males are always accessible through their mobile phones. It’s economical & an easy medium to build interactivity. Axe created a fictitious character “Tanya” on an interactive voice recording platform. Once the user called up on Tanya’s number, he would be asked to seduce her by answering a few naughty questions. If the guy passed this test, then Tanya promised to wake him up every morning in her sensuous and seductive voice. If the wakeup call was not picked up, a reminder SMS would be sent. There was an option of giving Tanya a friend’s number and waking him up. This had a huge viral effect. The Axe “Call me” (Tanya’s) mobile number was promoted through a 360-degree campaign. Innovations across TV, print, radio and OOH ensured that Tanya’s number became popular.
India is a developing deodorant market with 15% penetration. Through constant innovations Axe was the leading deodorant brand on the platform of seduction- “The AXE effect”. The brand wanted to recruit new users and expand in smaller towns. The summer of 2009 was critical to redefine “Axe effect” in a way the small town male could engage with. The insight was that small town males are shy and lack the confidence to break ice with the fairer sex. They are shy of even talking to a girl in person. However they are more comfortable using their cell phones to talk or SMS with the girl they want. Hence the idea to provide them with an opportunity where a “girl talks to them” and brings alive the ‘Axe Effect’. This would help drive engagement with Axe and cement the brand’s relevance among small town males.