As we all know, the AXE effect may cause sinful behaviour among its users. To help these dirty boys get clean, we launched a campaign to create awareness for the Axe Shower gel range. Calling for their genuine confessions, dirty boys can come clean at www.axeshower.nl or via 0909-AXESHOWER. This campaign is supported by a TV commercial, website, interactive chat, telephone application, sales promotion, print, online advertising, toilet advertising, PR and spectaculars. The results: over 350,000 visitors (35% of the target group), tens of thousands of confessions and a spectacular increase in awareness resulting in a market share boost.

The 360º campaign is launched and executed across the following channels: 15” TV commercial, online with an interactive dialogue with the mysterious AXE lady, print ads generated from confession content, beer mats in clubs and bars, advertising in men's toilets, packaging, online advertising on relevant websites and at relevant PR stunts. AXE confessionals were placed in locations where many young boys hang out, so the boys could make their confessions to the AXE lady who was actually present and waiting for them to confess in the little booth.