AXE MEN DO APOLOGIZE BRAND AXE COUNTRIES TURKEY

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

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

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

AXE - MEN DO APOLOGIZE BRAND AXE COUNTRIES TURKEY REGIONS EMEA IMPLEMENTATION DATE 23/04/2018 AWARDS CAMPAIGN OF THE MONTH 2018 (JUNE 2018) RESULTS 50 WORD SUMMARY The episode was watched by 5 million people. In total, 5249 votes were collected through Smart TV’s and Social Media. (1582 from Smart TV, 3667 votes from social media. ) 3568 apology messages were shared on Twitter with our hashtag #Kırdıysakozurdileriz We reached 1. 216. 226 people on Twitter. To create awareness around stereotype “Real Men don’t apologize” and break this toxic masculinity by generating talkability on social media. Through the TV show “Çukur”, we spread our message “Men do apologize”. For the first time in Turkey, TV audience decided what would happen next in their favorite show by using remote control.

AXE - MEN DO APOLOGIZE