The message was simple: Axe Brand Universal Oil offers fast relief from dizziness.

Medium chosen was taxi advertising, incorporating taxi top panels, body of the taxi, and hubcaps. To communicate the sensation of dizziness visually, picture of a tortured man was placed onto the hubcaps, which spun when the taxi was in motion. Working in tandem with the text on the taxi itself as well as the taxi top panel, the message was thus complete.

The fleet of 250 taxis covered a large geographical area for a wide reach, thus maximizing media investment. One week after the launch, total reported sales increased by 35%, and a poll of the general population showed that 93% of respondents saw the ad.