Results and Effectiveness

Achieved in 3 months Sep 23, 2009 to Jan 4, 2010 We gave power to the 4.2 million Axe Men to get the AXE Angels do anything for them at the click of a mouse, thus enabling his fantasies! • A massive 10.4 Million visits; • 4.2 Million Unique Visitors; • 3 browsing speed levels and easy playability ensured 56% Repeat Visitors; • 32 million page views in what turned out to be one of the largest online brand engagements within this target audience in India; • Resulting in 3.5 minutes of time spent per user; • AXE Inxtinct market share increased by 150 bps

Creative Execution

Keeping the usage (53 million) and Indian internet bandwidth (1/15th global standards), we created an extremely-easy-to-play game, on the URL www.axegames.in, where • 5 AXE Angels run around in different settings • The player has to spray AXE Inxtinct on the Angel of his choice • On spraying, the AXE Angel will wait on him in a specially created LOUNGE. On entering the lounge the angels would bring the player’s fantasies to life – • Doing a catwalk for him • Dancing for him • Flirt with him • Biting him • Blowing him a kiss The low learning curve of the game ensured a very low dropout from the game. To counter bandwidth challenges, the games were customized to 3 browsing speed levels - low, medium, hi-speed. The game was promoted through - TV - Outdoor - Rich media in high footfall youth hangouts like malls and coffee shops

Insights, Strategy and the Idea

AXE, the male deodorant category leader is targeted at the young Indian male. The category in India is facing intense heat; • New brand launches every two months • Most launches are AXE me-toos: positioned on “seduction” The marketing objective for AXE was to keep the “AXE EFFECT” alive and credibly differentiated in this clutter of seduction. Young guys in India lack confidence while interacting with women, but fantasize about the “Mating Game”. We therefore created an opportunity for these young men; to realize their fantasies in the digital world. The incidence and popularity of GAMING was on the rise amongst the Indian youth. Therefore we created for AXE; an online mating game on a never-before-achieved scale of engagement in India. ‘Get Ready to Play’, around the new variant, AXE Inxtinct, formed the core idea of the campaign. The game would enable players to interact with fantasy girls online – AXE ANGELS.