Unilever: Axe Black silent entertainment

This case studies shows how Axe, the deodorant brand, launched a product targeting men in Turkey with live music events and a new use of mobile WiFi.

Unilever: Axe Black silent entertainment

Campaign details

Brand: Unilever / Axe Black Agency: J.Walter Thompson Manajans Category: Cross Media/Cross Mobile Integration and Cross Screen Advertising and Lead Generation Region: EMEA

Objective

Axe launched Axe Black, an understated fragrance inviting men to 'Bring the Quiet'. But men were not just going to quit being loud. So we had to find a way to show them that silence was more attractive and fun.

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