MENA

Axe Wingman

Axe

What better wingman can a guy have than Axe. We went on to show our target why Axe is their best bet to get the girl of their dreams. And when better to do this than on Valentine’s day.

Axe

The results

Withover 200,000 views in 2 weeks and over 1.3 million viral impressions, Axe Wingman was hugely successful in the Gulf, best of all we were able to hook up 8 of our fans with the women they love!

The campaign won several accolades at Dubai Lynx 2013.

The challenge

In a region where Valentine's is largely shunned, we noticed there were two kinds of men. Those that don't bother and let Valentine's slide by just like any other day, and those that actually do something about it. Some exert minimal effort and sometimes get away with it, while others dig deeper planning out the actual date, attire, gifts, surprises...etc.

But generally speaking, all men in our region underestimate one of the most important things about Valentine's:

Popping the "Will you be my Valentine?" question.

The idea

2 weeks before Valentines, we released a catchy unorthodox song on Facebook and YouTube, asking fans to share with us stories about who they’d like to ask out.

Every day we would choose our favorite fan comment and write, record, shoot and edit, a song and video. Within one day of the fan's post, it would launch on Facebook and Youtube as a music video from the guy to the girl.

We did this every weekday for 2 weeks leading up to Valentine's producing a total of 8 songs with some of the most talented underground artists in the Middle East.