The AXE SI CHANNEL, a national television slot transmitted by the CityTV channel, was the brand's exclusive programme on which consumers could appear and demonstrate their talents of seduction.

The programme worked by consumers registering a can on www.elefectoaxe.com, uploading a video of themselves getting a YES from a woman, and then seeing it transmitted on television. The AXE SI CHANNEL also had a van (news broadcasters) which travelled to schools, universities and parties, providing cameras for men to film themselves getting a YES from their female friends and then editing the videos for broadcast on TV.

AXE was the first brand to create its own space on national TV.On the first day the programme had a rating of 3.6 and was viewed by 7 million people. It crucially closed the gap with consumers, becoming their accomplice and their advisor and giving them the opportunity to be publicly recognized as the best seducer of women.The website www.elefectoaxe.com received double the normal number of hits during the campaign.More than 800 videos were submitted.In the first month of the launch, sales increased by 80%.