With the start of Euro 2012 and any major football tournament, brands tend to jump on the bandwagon in similar fashion. Wanting to differentiate ourselves from the pack, we created our own online footy tournament to coincide with the European Championships; but instead of asking fans to guess the score, we asked them to vote for which country has hotter women.
We also noticed that girls ask really silly questions during football matches, and so we created a series of videos showing exactly that, and engaged our fans by asking them to reply to these football-related videos.
Launched on the AXE Middle East fanpage on Facebook, the posts were a huge hit in Egypt, Kuwait, Bahrian, Qatar and the UAE. Other AXE global fanpages such as South Africa, China and Thailand took notice of the popularity of the campaign and decided to emulate the idea in future international football tournaments.