awareness & engagement gg Ursula Hulsmeijers, Media Manager Unilever Benelux: “THE magazine WAS ONCE MORE PERFECTLY IN KEEPING WITH OUR BRAND” “AXE raises the bar for each successive campaign. And we did for the AXE Twist campaign too. We went looking for the AXE Twistmeister. Veronica magazine, with its high, current reach, was once more perfectly in keeping with the AXE brand. By seeding the Girls Get Bored Easily research, amongst other things, Veronica helped us jump-start the campaign and generate buzz. Veronica is willing to go all the way when it comes to cooperation. In this case, up to and including lending us the Veronica photographer for the big Ultimate Twistmeister final!” THE ULTIMATE ▲ uitklapcover t use, BEN JIJ DE Word de AXE TWIST MEISTER en WWW.A XE.NL maak kans op een sexy fotoshoot in Veronica magazine. IS THE ULTIMATE JEROEN UIT ALMKERK DIE WE ZOEKEN? Kijk op www.axe.nl RESULT: 270,000 VISITORS! No less than 40% of the target group were reached by Veronica magazine alone. Outcome: More than 270,000 people visited the AXE Twist site during the campaign period. Around 20,000 people watched the Ultimate Twistmeister final on Flabber.nl. The number of postings on the site gave an indication of how well geared the campaign was to the perceptions of the target group. 01410043 AXE veronica winnaar spread 190x270.indd 3 26-05-10 15:55 27 Pagina 26
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