Unilever Hellas wanted to complement the TV campaign for its new AXE Rise Up line of products with a series of digital applications.
OUR ROLE
Cambo designed the AXE Rise UP Facebook and iPhone applications.
CHALLENGE
To communicate the new products in line with the TV campaign and connect users with the brand in an engaging and playful manner.
SOLUTION
2 ideas were proposed, and both were approved and developed, one for iDevices (iPod Touch and iPhone) and one for Facebook. The concept behind both of apps was along the lines of the rest of the communication: guys that use AXE Rise Up can get out of difficult situations, such as failing to remember all the details about a girl they met recently. The iPhone app was developed as a male-friendly contact agenda. Users could register their girlfriend contacts and easily fill in all the necessary little details, like their favorite coffee or food, or even what they wore at their first date. The AXE Rise Up Facebook app went a step further, asking users to take part in a playful quiz about their Facebook girlfriends. The app drew information from the users friends to create questions such as “Do you actually remember your friend’s birthday?” or “Is she single or not?”. At the end of the promotion, the top score won a trip to the Greek islands.
PARTNERS
Tribal DDB
