Together with Mindshare's recommendation that digital is THE key channel to reach young Dutch guys, Media Republic developed the Benelux digital platform Heaven On Earth. Three AXE fallen angels in a house for two weeks, viewable 24/7 live via webcams. Guys earn halos to unlock hidden cameras & interact with the angels on Twitter, Dutch social network Hyves, and Facebook.Our channel approach was grounded in digital, supported by TV, print, OOH, and mobile.

*Secured a key partnership with YouTube as the hub for Heaven On Earth daily recaps, and used engaging mastheads with a direct live stream from the house - a first for EMEA.

*Partnered with music platform Spotify, recently launched in Holland, allowing guys to request songs to be played in the house.* Hyves is still the reigning king in Holland for young guys. Thus partnered with Hyves as our main social platform & online traffic driver.

* 720.000+ total Dutch site visits in less than four weeks, far surpassing the set benchmark for previous campaigns of 200.000.

* 70% of all site traffic driven by digital paid media.* YouTube mastheads increased* Axe gained 13,000+ fans (starting with just 45) and 5,000+ likes & mentions across social network platforms Hyves, Facebook, Twitter & YouTube. All in >4 weeks.* Spotify audio ad had an action rate of 7% - compared to industry average of 0.25%.And the result of all results - Axe Excite became the top-selling Axe variant in the Netherlands.