AXE - MEN DO

1. AXE - MEN DO APOLOGIZE BRAND AXE COUNTRIES TURKEY REGIONS EMEA IMPLEMENTATION DATE 23/04/2018 AWARDS CAMPAIGN OF THE MONTH 2018 (JUNE 2018)

2. AXE - MEN DO CHALLENGE STRATEGY APOLOGIZE Axe has strategically taken steps over the past 2-years Çukur (The Pit) is one of the most popular and most to combat the idea of toxic masculinity. This year, Axe watched TV Series in Turkey that tells the story of a focused on breaking the gender stereotype that "Men do dangerous neighborhood ran by a noble mafia family. not apologize." Since every episode of Çukur (The Pit) has been Our brief was to find a way to take attention of our target watched by 5 million people in average and the male audience to this topic and create buzz around that. To characters had been representing all the wrong gender create awareness around the stereotype of “Real Men stereotypes that we fight against, it was a perfect don’t apologize” and break this toxic masculinity by environment for us to spread our message. generating talkability on social media. TV Adbox (A hybrid broadcast broadband TV technology) was a new technology that enables BRAND advertisers to create interactive ads on TV. So, we created a TV integration project that combines the AXE popular TV series , TV Adbox technology and social media. COUNTRIES TURKEY REGIONS EMEA IMPLEMENTATION DATE 23/04/2018 AWARDS CAMPAIGN OF THE MONTH 2018 (JUNE 2018)

3. AXE - MEN DO INSIGHT EXECUTION APOLOGIZE Çukur was one of the most watched TV shows by men Çukur was created in collaboration with scriptwriters, and it was a perfect environment for us since it tells the scripted 4 conflict scenes-where 4 different actors hurt story of men that represents all wrong gender another character’s feelings.Viewers were asked via stereotypes that we fight against. We wanted to show all frame ads:“Which character should apologize?Send TV audience that even toughest men can apologize. your choice via Smart TV remote control or on social Moreover, we knew that every new episode of Çukur media. Most voted character would apologize in same was a new thrill for the audience since they were very episode while streamed on TV!”Each character was curious on what will happen in scenario. The show was assigned a specific color on remote control. Viewers also one of the most talked topic on social media. were able to send votes via Twitter. Results were shared People loves to comment on episodes and try to guess after first half of the episode. We broadcast apology BRAND what will happen next. For the first time in Turkish TV scene of most-voted character,aired another frame ad history, we gave a chance to the audience to decide on on TV;“Share your apology with the hashtag on AXE what will happen next in their favorite show in real-time. Twitter”.Apology messages shared and we broadcast selected ones on TV. COUNTRIES TURKEY REGIONS EMEA IMPLEMENTATION DATE 23/04/2018 AWARDS CAMPAIGN OF THE MONTH 2018 (JUNE 2018)

4. AXE - MEN DO RESULTS 50 WORD SUMMARY APOLOGIZE The episode was watched by 5 million people. To create awareness around stereotype “Real Men In total, 5249 votes were collected through Smart TV’s don’t apologize” and break this toxic masculinity by and Social Media. (1582 from Smart TV, 3667 votes generating talkability on social media. Through the TV from social media.) show “Çukur”, we spread our message “Men do 3568 apology messages were shared on Twitter with our apologize”. For the first time in Turkey, TV audience hashtag #Kırdıysakozurdileriz decided what would happen next in their favorite show We reached 1.216.226 people on Twitter. by using remote control. BRAND AXE COUNTRIES TURKEY REGIONS EMEA IMPLEMENTATION DATE 23/04/2018 AWARDS CAMPAIGN OF THE MONTH 2018 (JUNE 2018)

5. AXE - MEN DO APOLOGIZE MEN DO APOLOGIZE MEN DO APOLOGIZE