Business Challenge

You’re a young man with a young man’s needs. You use Axe to make the most of your potential, but you live in Manila. Surrounded by hot, unavailable women. A recent census confirmed your worst first fears. Your city has a huge imbalance of single guys versus single women. Your flame is burning bright, but the moths aren’t out to play.

Luckily Axe are looking out for you. They’re already the biggest grooming brand in the country, but it’s getting competitive out there, and your loyalty is more important than ever. So they built just what you need. A highway to the heart of the action.

Creative Solution

An app that pools information from social networking statuses, check ins and mapping to help guys locate single girls.

The Axepressway scans your social network for single female friends who are invited to join the Axepressway. An algorithm then pulls information from check-ins on Facebook, Twitter, Foursquare combined with geo-location mapping, to create a heat map of the city. The algorithm also pulls data from top events’ databases, giving heavier weight to those with a higher probability of ladies. The app registers if lady traffic is low, moderate, or heavy to display areas of Manila that contain the most number of single women at any given time. It’s a simple tool for planning nights out at venues that offer the most potential for hooking up. User can invite male friends, “wingmen”, upload photos, and rate venues to let other users get a taste of the action. Each action earns the user points and badges that will get him ahead in the Axepressway race, where active users claim the title King of the Road. Every achievement is published on Facebook to increase social currency, and drive more traffic onto the Axpressway.

Results

The app launched at the end of March 2013 so it will take a bit more time before the national birthrate increases, but traffic is already getting heavy. The launch used FHM girls as the first single ladies on the map, and where they lead, the male population of the whole city is soon to follow. Local radio had already picked up on the idea, and made it app of the week. Technology has helped Axe become more useful to young guys in Manila. And young guys have been satisfied. More regularly.