Thursday, February 14, 2013

Axe Wingman hooks up their fans for Valentines

To all you lovesick yuppies... Happy Valentine's Day.
To everyone else... pre-drinking starts now.

Because it's Valentine's, Axe Middle East saw this as an opportunity to hook up their large male fan-base in the Gulf with frankly one of the best social campaigns I've seen in a while.

2 weeks ago they released this video explaining the idea:

They encouraged their fans on Facebook and Youtube to reply with a comment about an existing girl they want to hook up with. And then everyday leading up to Valentine's, Axe would write, record, and shoot a personalized song for a lucky fan to share with the girl.

Created by Digital Republic in Cairo, this campaign has been hugely successful in the Gulf, so far recording over a quarter million views and achieving record engagement highs on Facebook with a notably huge positive sentiment.

Digital Republic managed to hook up some of the most talented underground songwriters in Egypt to be part of the Axe Wingman project and it looks to have paid of. Here is a sample of some of the songs:

Axe Wingman - Skitzo to Ricarda
Music and lyrics by Ahmed Safi and Mohamed Ghazy

Axe Wingman - Bakor to Louisa
Music and lyrics by Shady Ahmed

Axe Wingman - Mizo to Nadine
Music and lyrics by Karim Anis and Mohamed Ghazy

And this is my favorite... The chorus is so damn catchy.

Axe Wingman - Khaled to Dana (A.K.A Dodum)
Music and lyrics by Ahmed Safi and Mohamed Ghazy

See the rest of the songs at

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