We took regular OOH media and modified them to make them look like a window or a door with an Axe Hotel sign on top of them. We also placed signs, asking consumers to look through the door's keyhole, to watch what happens inside the Axe Hotel. This generated curiosity among consumers and it was a common thing to see someone on the street bending to look what happens inside that keyhole.

These elements were part of a promo that generated 25,000 Internet subscriptions to the Axe site. The post test showed that 70% of consumers were aware of the promo through the OOH executions.