Campaign objective: “Strengthen brand connection to the target with a branded entertainment approach”.Therefore, the Brand made a co-production agreement with FOX Non Stop Media Latam to produce a TV show that transmitted Axe’s values and personality in an appealing way for the target, and continued building Axe as the icon in the mating game.The main key milestone was to have the best partners in the project. FOX, guaranteed the series quality, and Milo Manara the known character designer, considered as the best women illustrator, ensured designs.Amplification: TV Ads, Internet, POP material, packaging (Limited Edition), outdoors and press.

It was first broadcast on Fox for Latam and since then, due to excellent rating results, in the major Argentinean open TV channel (TELEFE).

The media strategy had to generate awareness of the series while generating strong association with the brand, so the following actions were developed:TV ads for the series and the Limited Edition.Special site www.cityhunters.tv + call to action campaign.POP materialSpecial deodorant limited edition with the series’ designs in the artworks.

Interactive outdoors.Press events with local celebrities + Milo Manara presence, and an exhibition of his work.