Our challenge was to capitalize in a different way all the reach offered by TV so as to achieve higher participation and engagement by the youth. That’s why we created a TV content which consumers themselves quickly translated into social media. We created a story with media conflict features by following the campaign concept (young and matures) where the aim was to generate massive controversy on TV and a high level of viralling on social networks. The main character was an Argentinean celebrity who got to be well known by his love affairs with all kinds of women, very mature and very young. Axe invited young people to participate in a voting to decide on who would be the next woman to win the cover on Playboy magazine.

The impact generated in public opinion was immediate. TV viewers quickly voiced their opinions in social media and quickly generated different types of contacts with all the brand content on Axe platforms.

A superlative increase in earned media:'#JóvenesVsMaduras' became a trending topic; + 35% engagement in Facebook; +1 million views on YouTube; 88% new visits to the site and more than 100.000 votes to choose either young or mature. The campaign visibility was so high that young vs mature topic became the cover on the best-selling newspaper in Argentina. And most importantly,this variety became the most sold over the past 4 years.