Evan and Gareth: AXE

Integrated entertainment program for Unilever’s AXE brand for 2005 new variant launch featuring Evan and Gareth web blog, retail quality online game, MojoMaster all distributed and leveraged with multiple web sites, blogs, mobile platforms and live events. (MojoMaster game was launched at E3)

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1. •AXE drove 80 percent of all category growth, retained #1 category position, and held TAG share under 2% in spite of its $100mm launch budget
   

2. •Millions of consumers spent hours of undirected, deep brand experiences online through both programs

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

OPPORTUNITY

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

THE IDEA

Cast two improv comedians, give them $25,000 for a journey across the United States...then arm them with classic come-ons to pick up as many chicks as humanly possible.

To fully exploit content assets, we created 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,’ taking the hits so others can learn the moves. 

And second, a console-quality, online multiplayer game of seduction, aptly titled Mojo Master, where young men “work their moves” (with the help of 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.