AXE, the Unilever body care brand released a special action campaign. The goal was to reach Millennials through a raffle of 3 double tickets of Estereo Picnic Festival in Colombia.
The teaser creative strategy focused on impact Millenials, was launched 2 days before starting with the real campaign, in order to increase the interest of users.
The mobile creatives which included a TAP2Contact, allowed users to download the phone number and save it on their mobile phones. Users had to respond to Axe’s 3 posted challenges on digital media channels using Whatsapp in order to take part in the contest to win the double tickets for the music festival.
The engagement rates for sharing via Whatsapp produced strong metrics. The activity was a huge success reaching in just 16 hours more than 4,000 people taking part in the contest. The first 3 people who correctly answered the 3 challenges were the winners of 3 double tickets to attend the festival for a day.