Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

The Shortlist
CAMPAIGN
Axe University
AGENCY
Mindshare Indonesia
CLIENT
Unilever
BRAND
Axe
DETAILS
In Indonesia, Axe has been a brand synonymous with helping the “guy get the girl” since it launched in 1983. Every year - a new fragrance was launched to drive sales and increase market share. But, as new product sales increased, the past variants suffered and declined.

Axe needed a platform to re-introduce existing variants to their young male audience, in a fresh and exciting way  - maintaining the hype achieved during launch.
 
Whilst young Indonesian males aspire to attract women, they tend to be awkward and shy.  Preferring to engage with games, news, sports and friends through social media rather than approach someone of the opposite sex. The digital world provided a place for them to seek help from other ‘more experienced’ peers – with search and online forums full of questions on how to attract women and dating.
 
Axe wanted to reach out to these young men and equip them with the answers and support they needed to take on love in the real world – and so Axe University was born.

Brought to life in the channel they are most comfortable in – the virtual world on their mobile.

Three popular Indonesian celebrities were appointed as instructors at the AXE University.  Students had to enroll for three courses, each representing an AXE variant. Attending online video sessions and taking a test to win points. Mobile search and social media advertising complemented the campaign to drive reach & engagement.
 
AXE successfully reinvigorated not only existing products but also its brand – proving to the young men of Indonesia that Axe always helps guys stay a step ahead in the dating game.
 
CAMPAIGN
Weather Adaptive Ads
AGENCY
Mindshare
CLIENT
Unilever
BRAND
Lifebuoy
DETAILS
In Indonesia, most people believe that a change in weather leads to illness. The term “Masuk Angin” literally means “Enter Wind” – a term for catching a cold (sickness caused by wind). So when seasonal weather changes occur, Indonesians feel particularly vulnerable to sickness. 
 
Lifebuoy, the country’s leading germ protection soap, recognized this as an opportunity to uphold their longstanding promise to keep Indonesians germ-free and healthy. With 60 million Indonesians checking their smartphones for updates on weather, they knew the future of germ protection had evolved beyond traditional media. By combining mobile’s built-in GPS location systems with real time weather information of Accuweather.com, Lifebuoy developed a pioneering series of weather adaptive ads that customize themselves to the user’s current climate. There were targeted messages for each local weather pattern, each reminding users to protect themselves from germs by using a specific Lifebuoy variant. Users could then interact with the rich media app leading them to Lifebuoy’s mobile site to learn more about germ protection. 
 
But it didn’t end there. Evolving in user-specific ways that television and print could never match, the weather-adaptive ads also adapted themselves replacing poorly performing ads with ones of a higher click through rate and closely monitoring locations of successful ads to follow up with more budget accordingly. This pioneering approach to adaptive mobile advertising provided Lifebuoy an unprecedented opportunity to fine tune and personalize their message across Indonesia, setting a bar for all future mobile campaigns for the brand. 
 
The month long campaign exceeded 17 million impressions with over 100,000 clicks – the highest click-through rate (1.23%) of any Lifebuoy mobile campaign of the past 2 years. Through its innovative use of weather services and mobile technology, Lifebuoy successfully kept its promise to millions of Indonesians helping them stay one click ahead of illness.
 
 
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