Two meter high phones were installed at malls, cinemas and pubs, places the target market usually goes to. Each prototype featured the three brands inviting consumers to experience the "Axe Effect". The most striking point was that the telephone functioned in real-time and allowed teenagers to communicate using it. With a low budget, the aim was to reach the target market at the places they frequently visit.

The real-time telephone was the ideal shooter to communicate the "Axe Effect" with an innovative approach. The aim was to communicate a limited edition product and the aggregate value provided, translated into exclusive options. This effort is translated in actual results: the sale of 10,000 Axe/Nokia/Unifon models.