The creative solution centred on the idea of enabling guys to recover the women that musicians had stolen from them.

This was done in many different ways, but at the heart of campaign was the pack itself. Each one worked like a musical instrument (either drums or guitar) and every time a guy bought a pack and downlaoded the game, he could use his unique packcode to “play” music and get back those groupies. The better he played, the more groupies he won. Each player competed against the rest, so as to become the winner of most of the groupies.The communication worked in different channels, starting with the pack and finishing with a huge event.

The TV, print and OOH worked to raise awareness of the new variant. Trailer and banners then explained how to play the game using the pack.There were also high-profile activations which were carried out around the city of Buenos Aires designed to drive further awareness and trial.

Every event we carried out exceeded our expectations.

Some important facts: Site: 400,000 visits.40,000 visits to Groupie website.Groupies night: A party for 1,500 people.Limo: Approximately 60,000 guys were contacted and invited.The truck: Key seasonal events were used to attract the attention of over 1,000,000 people.By putting the pack at the heart of the activation, guys were really encouraged to buy the product if they wanted to experience the joys of seducing women as rockstars. The new variant launch engaged guys in a way that was relevant and exciting, creating an experience that was both innovative and motivating.

- 0.96% increase in the DEO AXE volume share in Argentina as a result of this campaign.