The idea of a digital advent calendar was brought to life in 3 easy steps:For 24 days in a row, our Axe guys suggested and/or voted for a gift idea.Every day, we responded to the guys by interpreting and filming the idea with the most votes.

Every day, our audience received a new film starring a heavenly AXE angel In the first awareness-building phase, we used a 360 degree media campaign with a 7' TV tag, Citylights, PR features and online banners. After that, we focused on homepage takeovers on YouTube and MSN. We also created a wide variety of rich media banners and launched a media partnership with Bild.de, Germany’s biggest newspaper.

The product variant became the third-strongest in the entire AXE deodorant range.

During the campaign period, we generated a total of 8m views.

In total we had 18,795 suggestions for calendar gifts and 140,800 users who voted for the calendar gifts.

The video for December 15th was watched 181,450 times.

In December, 51,731 users shared the ideas on social media networks.

The campaign attracted nearly 30,000 new fans on Facebook.

We achieved over 150m PR contacts.

We thus reached our ambitious goal of creating a social phenomenon amongst the target group and turning AXE consumers into fans.