Launching “Investigation of the Crimes of Passion Association” (ICPA) aiming to investigate cases of nice girls becoming naughty.

Follow us to find out the truth!

Join us and be the first to find out the reason!

Missions declared:1. To prove that committing crimes of passion is some kind of new trend.2. To find the reason (New product - AXE VICE)

Campaign consists of 2 stages:- tease (create tease around nice girls turning naughty) - reveal & involve (identify AXE VICE as the cause and involve guys) All stages include:- PR in media channels (Youth TV, radio, press)- Internet campaign (ICPA site, blogs, viral marketing, banners campaign on popular youth sites)- promotional game on the Internet- ambient media in the street, retail, universities (OOH, posters, leaflets, stickers)- product placement in the famous youth TV show