Objective:Build brand awareness through a high-energy broadband experience and drive online registrations for the AXE Phoneix Legends dance party.Target Audience:Males aged 15-25 years old who had used the Internet regularly for at least 6 months.Creative Strategy:To create a meaningful user experience that connects the customer to the AXE brand, Lot21 produced a simulation dance party, or simPARTY. Within the simPARTY, users were able to "become the DJ". They had the ability to interact and control the video, music, lighting, and sound effects - creating their own, identifiable party experience.