Brand: AXE
Category: Consumer Packaged Goods
Agency: Aerodeon
Vendor: Turkcell
Region: Turkiye
Timeline: 12.04.2009 – still goes on

Summary:
With its new campaign, which is called “Call me”, Axe promotes the relaunch of Axe Africa in Turkiye by teaching its target audience how to get the cell phone numbers of the girls they like. As a part of the campaign an IVR service is opened. Aerodeon integrated the idea of Wake Up Call service to the IVR line. Participants, who call 05327572293 (IVR number), are receiving calls every weekday morning from Axe girl which wakes them up at the time they scheduled.

To register, participants have to answer the question “What would you do if a girl comes close to you and asks your phone number while you’re watching football?” According to the answer of the participant, Axe girl makes a comment and asks him to schedule his wake up call by using his phone’s keypads. Participants begin to receive wake up calls the day after they registered and receive calls during 5 days. Everyday participants receive different wake up calls from a sexy Axe girl.

To promote the application, Turkcell-im WAP text link, Tone&Win and Goolcell channels were used. Users, who clicked the Turkcell-im WAP text link, were directed to a landing page where they could download the Axe commercials. Besides, they could easily called the IVR service via click-to-call feature of Turkcell-im.
Tone&Win subscribers were segmented according to their demographic data. As the result of the segmentation, Axe Africa tone is shown to target audience of Axe, so they could select the Axe tone as the RingBack Tone.

Result:
Text link impression: 680.000 (in 3 weeks).
CTR: %5
20.000 IVR call is gathered up to date.
Tone&Win: Turkcell customers win airtime or credits depending on the amount of time that their callers listen to a branded RingBack Tone selected by the customer. Axe Africa tone was listened 150.000 times in 2 weeks.
Goolcell: Goolcell is mobile broadcast football channel of Turkcell which notifies subscribers about the results of the matches. The highest IVR call (3.000) was gathered on the day when IVR number is broadcasted via Goolcell.