AIMS & OBJECTIVESIn 2007, Axe deodorant launched the new fragrance ‘Vice’. The global campaign revolved around a female crime wave caused by a new, irresistible fragrance; Axe Vice ‘turns nice girls naughty’. We were briefed to develop an exciting mobile extension of this proposition for South-East Asia.

Our solution centred around the idea of setting your guy friends up with their very own ‘virtual SMS stalker’, to educate them about the female crime wave sweeping the world.By utilizing SMS, one of the most basic forms of communication technology, we were able to overcome the technical limitations involved in creating a South-East Asia wide digital campaign. It demonstrates that while new forms of digital communication develop ever more rapidly, a truly powerful idea such as a virtual stalker need not rely on cutting-edge technology.