The temptation boat still triumphs. The Axe campaign Boat! By Unilever, a creation of Global Events, has won the prize in the category of Best Consumer Event in the 8th edition of the American Business Awards International Awards: The Stevie.
AXE means to become an aspirational brand, identified with an attitude of "cool". For that purpose, AXE had to appear in the most nocturnal and fun summer, as itself rather than sponsoring another event. The party had to be exclusive.
Thus, during the month of July 2010, the "AXE Boat" stopped at six iconic ports, in cities famous for their nightlife: Ibiza, Palma de Mallorca, Barcelona, Malaga, Alicante and Valencia. The ship was on a luxury yacht whose interior had been remodeled into a floating disco with audiovisual equipment, dance floor and bars. A real nightclub... On board, the AXE boys and girls (professional models) waited for the lucky 250 in each city that had gotten an entry ticket. Four hours of party awaited them.
The ceremony for the Stevie Awards will be held this year on October 11 in Abu Dhabi.
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