BUSINESS CHALLENGE

Accelerate U.S. AXE body-spray deodorant growth through the launch of the new UNLIMTED variant. Connect more deeply with the male youth market than had been possible through traditional advertising.

THE IDEA

For AXE Unlimited Body Spray, we cast two improv comedians, gave them $25,000 then sent them on a journey across the United States...and all we expected them to do was pickup as many chicks as they possibly could.

A two-part brand programming effort:

First, an online comedic web series and seduction guide, lived out and posted online through a video blog. It’s the story of two guys, Evan and Gareth, who travel the country as “seduction crash test dummies, who take the hits so others can learn the best moves.” 

And second, a console-quality, online multiplayer game of seduction, aptly titled

Mojo Master, where young men “work their moves” (with the help from AXE product power boost, and advice from Evan and Gareth) on 100 unique, 3D animated women.

Comprehensive PR, publicity, retail and college campus activation helped “create a movement” around the product launch & brand, and multiple online site partnerships drove traffic resulting in 10 million program uniques.

RESULTS

1. •AXE drove 80 percent of all category growth, retained #1 category position, and
   

2. held TAG share under 2% in spite of its $100mm launch budget
   

3. •Millions of consumers spent hours of un-directed, deep brand experiences online         through both programs
   

PROGRAM ELEMENTS

1. • Video blog
   

2. • Console quality video game
   

3. • Mobile content
   

4. • Live events
   

5. • Print/outdoor
   

6. • Digital media/banners
   

7. • Book of over 400 pickup moves
   

8. • Heavy.com CGM contest
   

AWARDS

Awards include the Silver Reggie for national Sales promotion, Clio Global advertiser of the Year for the Unilever team, and Unilever’s 2006 Gold Brand Communication Award for the most effective campaign in any category.