Axe is known for its innovation and creativity within online and televised advertising, two media extremely powerful on the target, but above all two very complementary media. Even though many advertisers have connected these two dots, not much has been realized so far in this area.
For the first time, the penetration of mobile internet on the younger male target in Belgium reaches relevant numbers. Shazam is the application they use and like the most.
Idea: Using mobile as the connector between those two powerful media. Using Shazam injecting excitement and extra coolness into the campaign. A first in Europe.
Client: Axe
Advertising Agency: Mindshare, Belgium
Business Planning: Els Thielemans / TV-Buyer: Pieter Berger / Digital Director: Jean-Michel Depasse
Client Manager: Bert Callens
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