Axe: Call Me

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

Campaign Details

Advertiser: Unilever
Agency: BBH Asia Pacific
Brand: Axe
Campaign duration: 1-3 years
Campaign objective: Build, defend brand position
Country: Egypt
Country: India
Country: Indonesia
Country: Philippines
Media budget (USD): 3 - 5 million
Media used: Internet microsites, Mobile, Out of home (all forms), Television (broadcast)

Executive Summary