March 24, 2008
AXE Video Download
Brand: AXE
Agency: Aerodeon Turkey
GOAL:
Extending the marketing mix to an interactive mobile element while enabling consumers to try the Axe deodorant.
SOLUTION:
In order to communicate the new launched Axe TV commercial to the target consumers, Turkcell-im WAP site was an effective medium because of its interactive feature. So, the video has been adopted to mobile format by Aerodeon Turkey and broadcasted on the main page of Turkcell-im WAP site.
The thumbnail of the video has seen on the main page with 100% visibility. Thereby, all users who have logged in Turkcell-im, could see the video thumbnail. The ones who has clicked on the Axe video, has been directed to a landing page where they could download the new launced Axe video for free of charge.
RESULT:
The application started on 5th of March, and went on until 16th of March. In 11 days, a total of 63.998 videos have been downloaded by users for free of charge.
