We created a teaser campaign with the slogan “Where are the girls?” (in Turkish, “Kizlar nerede?”). Viral videos showing Turkish girls running through the streets after sniffing the perfume in the air were placed on YouTube, on the campaign website, as well as streaming video banners in targeted websites. Guerrilla posters showing the missing girls were stuck on walls in the major cities, as well as distributed on the streets. Wallscapes and indoor poster panels were used to create the effect that everyone is searching for the missing girls. It was especially important for the teaser to have a local feel in order to increase the relevance of the highly European feel of the TV spot for Turkish men, as well as to create a closer relationship between the brand the consumer through localizing the brand in the minds of the target audience.

Online campaign resulted in 700,000 unique visitors. Campaign was widely talked about throughout marketing blogs. When the product was finally revealed, over 2,300,000 males were reached. In the first 10 days after the launch, Axe sales saw a 0.8% increase while the total deodorant market actually decreased by 0,4%.