AXE University. A digital classroom, where, one learnt and practiced the art of impressing women and share their road to success.

The core engagement mechanism consists of 3 digital classrooms taught by 3 woman lecturers. Each class was to deliver 3 key learning needed to attract the opposite sex represented by AXE different variants. The mechanics was to mimic tests in the classroom setting with digital video tutorials content to build engagement.

AXE University was one of the largest Universities in the country with more than 30,000 students enrolled and actively attending digital classes.

Students consuming record-breaking 1.2 million minutes of YouTube tutorial video content, making AXE one of the top 5 brands on YouTube in Indonesia.

The result on market share was also far beyond expectation in which it has helped drove AXE with the highest market share ever in Indonesia (beating AXE Apollo last year).

As an initial sustained engagement program, AXE University has helped increase quarterly penetration rate by 33%, 13 percent more than the set KPI.