In 2007, Axe deodorant launched the new fragrance ‘Vice’. The global campaign revolved around a female crime wave caused by a new, irresistible fragrance; Axe Vice ‘turns nice girls naughty’. We were briefed to develop an exciting digital extension of this proposition for South-East Asia.

Our solution centred around the idea of setting your guy friends up with their very own ‘virtual email stalker’, to educate them about the female crime wave sweeping the world.

By utilizing email, one of the simplest forms of digital communication, we were able to overcome the technical limitations involved in creating a South-East Asia wide online campaign. While new forms of digital communication develop ever more rapidly, a truly powerful idea such as a virtual stalker need not rely on cutting-edge technology. And that something as simple as an email can be effective in creating a fun but highly intimate experience.