| Title | GO TO THE AXE TOWER |
| Brand | UNILEVER JAPAN CUSTOMER MARKETING |
| Product / Service | AXE |
| Category | C02. Viral & Email Marketing, e-cards etc. |
| Entrant | BASCULE Tokyo, JAPAN |
| Entrant Company: | BASCULE Tokyo, JAPAN |
| Advertising/Web Design Agency: | BASCULE Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masayoshi Boku | Bascule Inc. | Creative Director |
| Megumu Kasuga | Bascule Inc. | Art Director |
| Ken-ichiro Tanaka | Bascule Inc. | Producer |
| Masami Onodera | Bascule Inc. | Technical Director |
| Takayuki Watanabe | Bascule Inc. | Flash Developer |
| Shogo Maruyama | Bascule Inc. | Flash Developer |
| Hiroshi Sawatari | salvo Inc. | Flash Developer |
| Shunmu Ikeyama | salvo Inc. | Flash Developer |
| Hiroyuki Mikami | salvo Inc. | Flash Developer |
| Shojiro Nakaoka | biztream | Sound Developer |
| Megumu Kasuga | Bascule Inc. | Designer |
| Miyako Ueki | Bascule Inc. | Designer |
| Seiki Nakayama | FISHGROVE | Programmer |
| Yu Hasegawa | FISHGROVE | Programmer |
| Takahiro Iwamori | FISHGROVE | Programmer |
Most Japanese men are relatively shy and not able to express their feelings to girls they like. We created a social love-lettering tool content which conveys a message that wearing AXE enables men to show confidence to women. By utilizing social media such as Twitter and mixi, Japan's most popular social networking service, not only the ones who declares love and whom but also people around them can be involved in the process. This strategy enables the website to create high levels of viral advertising. Thanks for the effect of AXE, 85% of users’ love declaring processes went successful.