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

Campaign Details

Advertiser: Unilever Asia HPC Development
Agency: BBH Asia Pac
Brand: Axe
Campaign duration: January - May 2008
Campaign objective: Develop, revitalise market; increase sales
Campaign objective: Increase sales, volume
Country: Japan
Media budget (USD): $1-5 million
Media used: Branded content, Events, Games/competitions, In-store, Internet microsites, Magazines (consumers), Mobile, Online video, Out of home (all forms), Social media' Television (broadcast)

Executive Summary