Axe, the spam effect
From Germany, an email marketing campaign that wanted to prove that even online, when you use Axe, you attract a lot of girls. Basically the user gets sent an email from a friend with a link to a site, after visiting the site and spraying a little bit of Axe the recipient of the viral email receives a further series of messages from a dozen of young ladies. It’s the Axe effect, right? But we have become so sensitive (and annoyed with unsolicited messages) that it rather looks like the spam effect.
You can see the video explaining in detail how the campaign worked on Ads of the World.