In France, Axe (Unilever) is launching today a website for its anti perspirant range: Dry .
It is based on the same concept than the international TV spot, with a guy who sweats like a fire hydrant, and who needs Axe antiperspirant to get a normal life and obviously like in any Axe campaign, get the girl! Unilever France developed a local version of this guy exclusively online: Canadairman… His huge sweating capacity allows him to extinguish fire. Axe produced a dedicated spot, with a viral potential on its target.
Advergames with a sexy touch are an habit in Axe’s online marketing strategy. The latest one comes from South America, it has been created by Lowe Mexico, but it’s based in Brazil, in the hot Rio de Janeiro. Yes, Rio is terrribly hot, and with so many beautiful girls around sweaty armpits are boys’ worst nightmare. Luckly, there is Axe Seco Ultra Focus.
A funny and strong product related concept for a nicely developed game, quite basic in its gameplay, but definitely worth generating some buzz.
AXE Canada just released a new commercial to promote the exclusive ‘AXE Cottage’. As we can see on the website, this cottage is full of women, but there’s a lack of men. And that’s where the AXE buyer comes in. He can win a trip to the cottage, together with his buddies, and help all these lovely ladies out. Nice!
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.
Axe is online in The Netherlands with a new advergame: Maneater.
Don’t worry if you’re a zombie, if your deodorant is Axe Dark Tentation girls will chase you anyway…
The new chapter of the Bom Chicka Wah Wah campaign sees Axe partnering with Durex for a cross-promotion in Germany. The initiative is taking place now in Germany, with an online contest based on a puzzle game. Don’t expect anything special from the site, the only reason I post about this action is because of the curious partnership that, if you think about it, perfectly makes sense.
Axe is online with a new branded entertainment work: Let the game continue. It’s an online movie, sticky, sexy and ironic as we expect Axe to be. Btw, it’s so funny to see how men cannot resist, even in the worst conditions, to beautiful women
In its new marketing effort to promote Axe Vice, the brand has come up with an idea which is half way between CSI and Kiss the girls. The campaign is not running in the major Westerne countries, but just in a selected and limited number of regions such as, for example, France, The Netherlands, Mexico, Argentina and Portugal. The site they’ve launched to complement the offline effort is quite interesting and not as sexy as usual (but don’t worry, it’s not boring!). As I said, the concept behind it’s an investigation. You have to find out why so many girls in town have become extremely naughty. The advergame conceived very well and it definitely takes an effort to be solved. I gave it a try, but I’m not Grissom, so after the second try I sadly had to give up. I hope you have better luck (and will
From Venezuela, a nice seduction advergame for Axe. Watch the video with great attention and spot the girl when she’s winking at you. The concept of this game is nice, I just had a few remarks on the size of the video, but the guys from Lowe-Concept Interactivo actually explained me that it’s a bandwidth issue. Given the standard quality of connections in Venezuela, this video dimension was the best compromise among balance size, quality of the video and user-side download speed. What I also like about the game, is that it’s just one click away… eventually an advergame which doesn’t require a registration nor long instructions to read!
Via Adrants, the latest crazy idea by Axe: “The order of the Serpentine, a sacred brotherhood helping young men overcome shame caused by questionable hook-ups”. For every man aiming at having a clean body and a clean conscience, Axe has launched a new scrubbing gel promoted with the usual, unusual viral idea.
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