The promotion was based around an existing TV commercial depicting AXE U as an educational facility offering a major in seduction. For the promotion, we produced all creative elements with a scholastic theme that tied into this campaign message, including collateral that mimicked blackboards and chalk-like fonts. We also created courses and interactive classes, which drove the creative for different live activities at a promotional launch party. The campaign consisted of six key elements: media, Web, PR, on-campus sampling, radio promotion and ticket giveaway, and an AXE U Huge Orientation Party.

Post-party research tells us that AXE U was the most recognisable event the client has put on in Canada. We delivered 300,000 samples to students across Ontario. The Web site, www.axe.ca, received 117,608 visits and 8,210 registrations. And more than 1,100 guests attended the big event.