From Japan, a new chapter in the Axe saga. It's now time for the Axe Full Moon Party, with a sexy Thunderbird look-alike trying to seduce the girls on the beach.
Once again, given the language gap, I'm not able to tell you much about the campaign... As usual, it would be great if someone who speaks Japanese could leave a comment to explain what is going on. The whole thing looks quite weird and different, therefore it's very appealing for us curious interactive marketers.
I like the fact that this campaign doesn't present an ideal beauty, showing beautiful models and a sexy boy. Instead, you have puppets whose sex appeal is of course granted by the fragrance.
The Lynx Effect is on air again in the UK with a new website that encourages consumers to mix the Lynx fragrances.
Created by BBH the site features the tagline "It's good to mix things up" and it's directly connected to a partnership Lynx has signed with MTV to give more visibility to the campaign and to the online competition that invites consumers to watch the Lynx "barman" mixing the fragrances, and then submit their own videos.
The Lynx Effect in this case is not as cool and innovative as we are used to. realize I'm not the target for Lynx' communication, but the site is nice to watch maybe once, when curiosity pushes you to explore it, but then the call to action for user generated content is not particularly compelling and it doesn't give you a reason to participate nor to spread the word. Too bad.
It looks like there is a new chapter to discover in the passionate neverending story of Axe in Japan. On the website I couldn't find much interactivity, but the video experience is definitely new and quite catchy. The Axe "collection" is presented to a guy walking on the street, depending on the fragrance you decide to spray on him, you will meet different kind of girls attracted by that specific essence.
I like the chaotic editing, but the whole site is terribly heavy (takes some time to load and demands too much work from the CPU) and this doesn't help the browsing/brand experience.
Ok, ok, the site is all in Japanese and you won't understand a word on it. But if you're curious discover the latest Axe integrated action in Japan. It's the Axe Laser effect.
Would be great if someone from Japan could explain me what the action is about... I decided this is going to be my "Japanese" year, I want to go to Japan, and I'm interested in everything that comes from there, so please be patient and help me understanding the Axe Laser effect! :-)
In France, Gillette (ops! I've just spoiled everything ;-) is online since about a month with Mission 5v1, an investigation game to recover an object whose code name is 5v1.
The hints to solve the crime are provided through a series of videos distributed via Dailymotion and on the Mission 5v1 site itself. Google Maps are also embedded in the site, as players are asked to spot the city where the object is kept hidden.
I keep being confronted with great Wonderbra ads. Remember this one, and this one, and what to think of the print ads? All from 2007. Last week we had a nice spoof on Cadbury's drumming gorilla. And now the latest one rolled in. Is it just the product or is it the creativity of the agencies behind? You tell me!
By: Rocco Stallvord // Permalink // Comment(s):(6) Category(s):Health and beauty
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.
In the Netherlands Nivea has recently launched an online competition featuring an advergame where the action takes place in the metro.
Since the campaign it's targeted at Dutch metrosexuals looks like the brand has decided to play on words... and the result it's a straightforward, very simple, but apparently quite successful concept.
The Axe Busters have arrived to Japan. Even if you won't understand a word, it's definitely an experience worth trying to have some fun, but also to discover a very good work with Flash.
Fortunately the navigation is in English, so you will be able to browse through the content, and discover first of all the "extra animation", a manga cartoon to introduce the advergame characters and the story behind it. It's very nicely done, and it even features a dedicated pop song in japanenglish (I guess...)
Fuel for Life finally got legalized, the teaser phase is over and the new fragrance has been unveiled. If you go on Diesel.com you'll see how they've decided to take a new, unusual approach to communicate a perfum, with six short videos extremely emotional and in a way cryptic.
The key question is: are you alive? You can find out the answer watching the series of brilliant videos, or browsing through a site that requires quite an effort to be fully experienced (and understood).
It takes only one million clicks to save Fermin. There's a charity organization devoted to save Fermines all over the world, check it out and donate your click.
Donating a click takes just a few seconds, and after doing it you'll be awarded with a proper certificate. And there's even a nice music playing while you're on the site...
