From ideation through to development and execution, the event was produced over six months. AXE reached the consumer on many levels and encouraged entering the CLIX Playground promotion by creating an unforgettable experience for the winners who attended. To increase emphasis on the promotion invitation, we gave the AXE consumer a variety of channels aimed to drive them online to register for the CLIX Playground. These included TVC with end card, online via web-based CLIX game, in-store ad pads via pin code, purchasing any CLIX product via UPC code and a national sampling programme on university campuses and target-relevant festival/events.

The AXE CLIX Playground reiterated the brand’s ability to communicate with its audience in relevant, engaging ways. More than 8,000 people registered for the contest; our website generated more than one million hits and sales increased by 40%. This overwhelming response to the AXE CLIX Playground clearly demonstrated that the promotion was, in fact, not just of relevance but an aspirational, “once in a lifetime” experience for the AXE audience. As part of the programme amplification, the MuchMusic footage aired 30-second “CLIX Moments” ad spots, with additional footage featured on muchmusic.com/axs and axe.ca, to infiltrate our target audience’s media mainstays.