Teaser. Who else will be caught?Girls are leaving their usual places and are going away in unknown directions, into the sunset. What is hitching them up and taking away?Reveal. AXE-effect. Hitchs up in half-turn.The reason for the girls strange behaviour is revealed. The AXE deodorant is hypnotising them. Involve. Hitch up team AXE, feel hot, relax!Buy AXE, feel its effect on girls, play on-line game and get assured prizes.The main prize - AXE team come to your apartment. They will wash and iron. Turn cleaning into pure pleasure.

Results:Number of qualitative contacts – 640,000 people.Spray sales volume increased by 90% in 2007.Contribution of activation to sale growth – 30%.