You get drunk every other night, sometimes end up sharing the same bed also but it's all cool and 'untouched' the next morning. Why don't you call that hot friend of yours as well? You've practically seen each other inside out yet there's no tension. But those guys who have a girl best friend and those girls who have a guy best friend can vouch for all the crazy, fun, dramatic, disgusting and nonsense things that are discussed and exhibited day in and day out. So if you're one of those who are LUCKY enough to have a girl/guy best friend, here are some conversations that you've definitely been part of. A friend in need is a friend indeed Girl: Let's go out. Interestingly, this number plays a large part in this campaign.
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The activity was done in 24 stores in where approximately 1300 Polaroid's and 500 visiting cards were placed per store.
The activity in the Lee Stores started mid-April and continues for a month. Impact Media, part of the popular postcard advertising company, Cards4U. Axe postcards were also placed at youth hang outs, coffee shops, etc.
& #BANNER1 & #Even before the campaign broke, there were teaser print ads that ran talking about the 'Numberitis' disease, based on reports were released by Axe Research Labs.
The lab conducted a study of 750 girls across six cities in India about phone conversations.
The creative agency Lowe had made an activation plan based on the international campaign, and a guerilla activity was one of the ideas. Noreen van Holstein, director and creative head, Gotcha!
Impact Media, says, "The cards ensure guaranteed interaction with a focused target audience as our cards are placed in youth hang outs and cards - and thus the brand message - are being picked up voluntarily."Tasneem Ali, creative director, Lowe says, "It's wonderful how Axe campaigns are always very integrated.
The caller hears messages like, 'Hi, My name is Tanya.
If I think you have the Axe effect you could win some great prizes like an i Pod or, hey, even the latest i Phone.', 'If I say I'm cold, would you give me a hug? Press 1 for yes, press 2 for no', 'If I ask you to take me for a ride on your bike, would you? As part of the 'Wake Up' service, Tanya would also call the person back at the pre-determined time he has set for the next five days.
Priya Nair, GM, oral care & deodorants, HUL, says, "The response has been phenomenal, with over 30 lakh calls being received and over seven lakh wake-up alarms being set, and still counting." Also, close to 40,000 'Hey Axe Man' ringtones have already been downloaded.