Axe: Wake Up Service

In 2007, body spray Axe successfully launched in Japan. But customers sprayed Axe only few times a week – half as often as users in some other parts of the world.

Axe, Wake Up Service

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Unilever Asia HPC DevelopmentAgency: BBH Asia PacBrand: AxeCampaign duration:January - May...

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