SEGAL CREATES QUEBEC PROMOTION FOR UNILEVER AXE
By Adnews Staff
Segal Communications has created a Quebec promotion for Unilever Canada's AXE deodorant spray. The effort, called "Le Plus Grand Seducteur du Quebec," is in association with Musique Plus. Aimed at males 18 to 24 years of age, the promotion involves a search for Quebec's "greatest seduction artist." A group of promotional workers called AXE Angels will begin visiting bars and clubs in the province today, asking men to describe their seduction techniques on camera. Submissions will also be accepted through the Musique Plus Web site. Two television commercials for the search began airing on Musique Plus on Monday. On Aug. 9 a group of finalists will be picked. Quebec residents will then determine the winner by voting at the Musique Plus Web site. The winner will be revealed on Aug. 23 on the Musique Plus program "Video Flow." He will receive a prize package consisting of AXE products, dinner for two, a one-night stay at a hotel, limousine transportation and a shopping gift certificate. Edelman of Montreal worked on the strategy for the promotion. The agency also organized a contract with Quebec model Pia El Menti to be the spokesperson for the contest. Edelman is also providing ongoing public relations. An evaluation of the media supporting the program was done by PHD Canada of Toronto, Unilever's media agency.