Axe Promo, Case study AXE WETMETER by Initiative Media Colombia

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Industry Deodorants
Media Promo & PR, Case study
Market Colombia
Agency Initiative Media Colombia
Released March 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: UNILEVER
Product/Service: DEODORANT
Date of First Appearance: Mar 10 2011
Entry URL:
Content Executive: Joanna Safi (INITIATIVE)
Strategic Director Unilever: Lina Rivero (INITIATIVE)
Category Unilever: Daniel Landinez (INITIATIVE)
Content Executive: Katherin Torres (INITIATIVE)
Media placement: Digital - minisite - - 10 March, 2011

Insights, Strategy & the Idea
AXE has become a key adviser for young men, helping them to become masters of seduction. The new campaign was: “With AXE, precocious transpiration can be controlled”. Most Colombian men need a lot of help when it comes to the ladies. These are their typical symptoms when dealing with a hot girl the incontrollable SWEAT the biggest turn off in any romantic situation.
This is why, most guys need advice on how to seduce them; how to control themselves in order to be successful at picking up girls. Understanding that our target is digital-oriented, our challenge was to engage consumers with the new variant in a fun way strengthening our on-line community on facebook. So we created a game in the hottest and most-read digital magazine for men in Colombia,, where one of our AXE girls would seduce them, interact with them and try to help them control the sweat.

Creative Execution
"The Wetmeter of AXE” is launched! We recreated a date scene with Kathy Eusse, the hottest super model in Colombia. Our consumers arriving to her house to pick her up for the biggest date of their lives. Kathy opens the door of her house and invites them to come inside during the longest 30 seconds of their lives, She will do everything to seduce them with the sole purpose to make them sweat! Off course, the sweat starts to appear on the consumers supposed t-shirt and the only way to control it, is by clicking their mouse as fast as they can to release the power of AXE and keep their shirts as dry as possible.
This simple, but challenging game would drive users to invite friends through social networks to compete, and see who could demonstrate to have more control.

Results and Effectiveness
In only one week, more than 11 thousand young Colombian men from our target were engaged with the on-line game. They are spending an average of 2 minutes playing with the new AXE variant.
So far, we have increased our Facebook community by 20%.
And the best of all, the winner is yet to be found.
If you think you have the control needed to pick up a girl …. Don´t miss, you can still be the lucky guy that goes on an actual romantic date with Kathy !!!