Axe launched it's new variant Axe Black in Turkey and the new variant came with a new communcation concept which says " In a world which is getting louder sometimes the biggest statement you can make is an understatement". To convey this concept to consumers the new campaign slogan was determined as " Bring the Quiet.

The insight behind this slogan was that ‘silent’ is more attractive than ‘loud’ and so we started silent movement. We had to find the most suitable time to invite men to bring the quiet. So, we decided to detect the loudest places, to attract our audience at the rightest time.

We measured the loudness level of the environment through the mobile sites using Google Chrome’s decibel measurement technology and displayed our ad accordingly. When the loudness level exceeded to the 120, users saw our rich media banner on their mobile phones, calling “Bring The Quiet.” We invited the users to put their headphones on, when they did that they were able to listen to the acoustic music performed for Axe Silent Movement.

We showed an alternative banner for those who chose not to put their headphones on, loudness level detection was used for the first time in a mobile rich media campaign, directly inline with our campaign message, “Bring The Quiet.”

We detected loudness level of 200.000 places. 2% of users who saw our banner put on their headphones and listened to our music. 6% of the users touched the related page to get more information which triples the industry average. We let them enjoy the silence.