Axe MusicStar

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%).

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Campaign Details

Advertiser: Unilever
Agency: Ponce Buenos Aires
Brand: Axe
Campaign duration: May - August 2009
Campaign objective: Build, defend brand position
Country: Argentina
Media budget (USD): $250,001 - $1million
Media used: Events, Games/competitions, Internet display, Internet microsites, Out of home (all forms), Packaging, Public relations, Radio (local), Social media, Television (broadcast)

Executive Summary