Call Me
Axe
Challenge:
The competition was fast catching up on Axe, by encroaching upon the brand’s own property of ‘success in the mating game’. The task was to regain the ownership of the brand idea.
Solution:
An engagement program which demonstrated that Axe’s great fragrance is the ultimate weapon in the mating game – it helps you get the girl’s phone number. Women uncontrollably giving out their numbers.
Results:
Out of a universe size of 28 million (age group 15-25-Source IRS), we received more than 3 million calls. Over half a million wake-up calls were set by consumers who not only liked the experience but also opted to stay in touch with us by subscribing for the wake-up service.
