Title	AXE ONE SONG STAND
Brand	UNILEVER / TURKEY
Product/Service	BODY SPRAY DEODORANT
Category	C01. Use of Digital Platforms
Entrant	MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Idea Creation	MANAJANS/J. WALTER THOMPSON Istanbul, TURKEY
Media Placement	MINDSHARE Istanbul, TURKEY
Production	VANA FILM Istanbul, TURKEY

Name	Company	Position
Sami Basut	Manajans J. Walter Thompson Turkey	Creative Director
Sanli Kayabolen	Manajans J. Walter Thompson Turkey	Sr. Copywriter
Tunchan Kalkan	Manajans J. Walter Thompson Turkey	Sr. Art Director
Rahim Masunu	Manajans J. Walter Thompson Turkey	Art Director
Burc Sabuncu	Manajans J. Walter Thompson Turkey	Copywriter
Leslie Krespin	Manajans J. Walter Thompson Turkey	Client Services Director
Ece Ozyurt	Manajans J. Walter Thompson Turkey	Account Director
Nuran Rona	Manajans J. Walter Thompson Turkey	Account Supervisor
Setenay Ergin	Manajans J. Walter Thompson Turkey	Account Supervisor
Emre Suvari	Manajans J. Walter Thompson Turkey	Interactive Communication Director
Gokhan Akinci	Manajans J. Walter Thompson Turkey	Digital Project Manager
Safak Serter	Manajans J. Walter Thompson Turkey	Agency Production Head
Ahmet Bayik	Manajans J. Walter Thompson Turkey	Agency Producer
Sevim Ozgur	Manajans J. Walter Thompson Turkey	Account Executive

The Campaign

Listen – Match - Mate A dating site, that hooks you up with someone listening to the same song.

Creative Execution

The developing stage lasted 6 months. Supported via banners and tutorial videos on internet mediums. We used Spotify as a platform for our target audience. First you log in with your spotify account, then choose the gender to match with. If the corresponding genders listen to the same song, we match the datas from Spotify and make the match between people.

Results

From our target audience, 685.000 people engaged with the site in less than a week. The total chat time is 417.295 minutes corresponding to 289 days. Instead of listening directly from Spotify, our target audience chose onesongstand.com to search and listen to their songs, so that they could catch two birds with a stone. Listen to music and mate. For every 2 people in the site, 1 match. Once guys learned about it, the idea of being matched by their music taste differentiated the app from all others and made it talk of the town. ‘AXE is a cool & trendy brand’ attribute increased for the first time since Q4 2014. Just during the month of April, when OneSongStand.com was launched, AXE increased its market share by 120 bps, reaching its highest market share since June 2015.

We changed the dating behavior of young Turkish male audience. As they are listening to music they can find a partner. So it is significant for the audience to be engaged with the brand throughout the day. Instead of using Spotify as a platform for listening to music, they preferred onesongstand.com and the relationship with the brand grew. Also in a week it became the most sold Axe variant, projected to become the most sold deodorant in a month.

The studies show “Men are more attracted to women sharing the similar music tastes”. It also is the case in our lives. We use music as an icebreaker, or something to make conversation about. The pickup places are mostly music oriented. (night-outs, festivals) Music is the ultimate wingman that triggers dopamine production. We made good use of this dopamine and diverted it to a date. Dating apps and sites have become the area for mating game in the past years. Music platform is a relevant medium for the target audience (20-35 males) Fusing mating game with a musical experience is a new approach in this area.