Who could turn down the chance to WIN A MUSTANG?!

Definitely not an “AXE Man”! That’s the insight that we and AXE South Africa had in order to base our next campaign on. We listened to our fans via social media and delivered a prize that we KNEW they would go crazy for.

Example of a FB post from the Win A Mustang contest.

The Prize:

…and we’re not just talking any old mustang. We’re talking about “Elenor”. The 1968 Ford Mustang metallic black Fastback Coupe, with iconic metallic silver stripes and all original black vinyl interior, gauges, carpets and door panels.

Naturally, for a car of this age, the original (289ci) V8 engine has been restored over a period of about 2 years, at a cost of over R750,000 and even stroked to a monster (347ci) V8, with 600cfm Holley carb, electronic ignition, and a 3 speed Automatic transmission! For those of you who know what that means, all we can say is… We know, right?

Example of a FB post for the contest.

Last but not least, the wheels are obviously 18” aftermarket, and it has been upgraded with a stainless exhaust; new wooden steering wheel; and a what would be referred to as a “big sound system”.

Take a closer look with the behind the scenes video of our photoshoot… ☛ http://on.fb.me/162MIEN

And so, here’s how it went down…

The Message:

The message was simple –

“Wanna WIN A Mustang? We are giving away a Mustang on Facebook! Enter NOW on our competition app ☛ http://on.fb.me/OIeSwF

Or to enter on mobile, you can SMS the last 4 digits of your AXE barcode to 37695. (SMS costs R1,50. Free minutes don’t apply ☛ http://bit.ly/AXEMustangTsAndCs)”

Fans could enter to on Facebook via our dedicated Page App or on Mobile by smsing us the last for digits of their AXE barcode. Simple but effective.

Needless to say, the AXE fan base was extremely excited and very vocal through the social media channels, with the Facebook page growing to 231 955 Fans, to break into the top 10 as 4th largest Facebook page in the country, and Twitter increasing to 5 102 followers over the duration of the campaign.

Example of a FB post for the contest.

The Winner:

The Mustang spend the lead up to the Winner announcement on a road trip across SA, stopping at various malls and destinations as an added incentive to preview the prize on offer.

With a massive shout out across all our platforms to our competition winner, Ruben, we proceeded to show him a good time at the prize handover! Try not to be too jealous while you check out the Facebook album ☛ http://on.fb.me/WLOpRs.

Ruben, the competition winner.

The Insight:

During the course of the campaign, the AXE Facebook page grew a total of over 90 000 fans, receiving over 55 000 entries via SMS and the FB mobile app; and our “made for FB” mustang content achieving 226 653 LIKES, 20 996 COMMENTS, and 16 563 SHARES.

A true example of the power of social media as a listening tool and a brand hearing their fans to producing a campaign in line with what the consumer wants …and they all lived happily ever after.