City Hunters

Advertiser. Axe, Unilever.
Campaign. City Hunters.
Agency. Creative Solutions.

The Marketing challenge. Unilever wants to transform Axe into an icon of the Mating Game exploiting the entertainment business. Need to step outside personal care.
 

Consumer insight. Men 18-34 upper/middle with Pay TV in Buenos Aires and Gran Buenos Aires
He is young, full of life, enthusiastic and rebel.
Belongs to urban tribes. Looks for exciting.
He enjoys risk and new things. Spends his money in clothes, fast food, music, movies and videos.

Brand insight. Media Consumption is changing.Young Guys can choose to avoid advertising. Growing Internet penetration. Animation and young guys. Creates a parallel world with its own laws and environment.
Sexy girls... Even better than the real thing.

Communications strategy. Be innovative, jointly creating with Unilever the first advertainment piece of Latin America, also extending onto different platforms ranging from the Internet to cell phones and retails. This is an unconventional way of reaching Axe’s target, which is however highly effective.

The creativity of the communication and activation. Many platforms continually communicated between one another. Entertaining the target audience providing an unparallel experience, never seen before. From TV to Internet, from billboards to cell phones and all of the retail platforms.  

The results. More than 2M free-of-charge press generated by action. A significant increase in Axe’s sales. Worldwide sale of the format and an ecstatically happy client.