The Brief

To double the number of Facebook fans on the AXE Malaysia fan page within 3 months. Before the campaign kicked off, the page had a total of 38,000 fans.

Describe how the promotion developed from concept to implementation

We were tasked to localise the regional communication direction of ‘Call Me’. Our big idea was that even women of authority would succumb to AXE’s fragrance. This manifested into the ‘Police Against AXE’ syndicate, with hot policewomen who started off hunting suspected AXE users, but ended up giving their numbers to the suspects instead. The campaign was in 3 phases: seeding via planting AXE Police summons notice and 2 voyeuristic videos online of the policewomen’s encounters with the male suspects; activation via ‘Most Wanted’ contest on AXE Malaysia’s Facebook page; and engagement via a Tribunal Court-themed party.

Describe the success of the promotion with both client and consumer including some quantifiable results

By the end of the campaign, we exceeded the target of 76,000 fans by achieving 105,958 fans within 3 months. In addition, the ‘Most Wanted’ contest on Facebook garnered a total of 1,136 entries and 36,158 public votes.

Explain why the method of promotion was most relevant to the product or service

The client identified the Internet as being the ultimate hang-out spot for the target audience, and Facebook as a social media was the ideal platform to attract and engage young urban Malaysian males. We also went on-ground rather than above-the-line print and radio