After the insight of “early perspiration” and that seeing girls in the shower produces nerves and makes the target perspire, an interactive wall of more than 25 mt2 was installed in Baquedano Subway Station in Santiago, Chile. In that wall two beautiful girls were taking a shower, but the vapour in the shower covered the sight. Thanks to AXE Effect and its Antiperspirant Action, at the moment of moving in front of the image, the vapour was cleaned and the sensual girls could be seen. The action finished with the calling of AXE FULL CONTROL to avoid the “early perspiration”. This action was immersed in an integrated communication plan, which enhanced the core idea of “early perspiration”. We use branded content in the most successful TV programs (Open and Pay TV) and took advantage of PR in digital and print media for amplify the entire action.

The results were surprising. Since the launch in July and until the 10th October, AXE FULL CONTROL got a 26% of increase in sales in the Antiperspirant Segment and a 5% of SOM in the total of the category. The most shocking thing is that this gain is incremental to the total category, and not cannibalized sales of AXE Deodorant. Girls in the Shower impacted more than 1.6 million people in Baquedano Subway. AXE, until 1 year ago almost didn’t participate in the Antiperspirant segment, thanks to this project begins to gain a place to stay and achieved aim to keep consumers using the brand for longer. AXE made the competition sweat!(Brand Health Check Results not yet available)