Objective:Campaign amplification of the Axe Pulse TVDevelop assets that could be used in various formats across EuropeEncourage the TV track to get to number one in music chartsTarget Audience – 18-24 year old malesSolutionThe campaign was integrated by maximising three key elements of the TV.Axe Pulse LogoThe dance routine from the TV commercialThe track (Make Luv by Room 5 featuring Oliver Cheatham)The TV ad was re-shot with a locked off camera and traced (12 frames per second) using the dots from the logo to feature a dancing dotman. This 30” screensaver, was adapted into banners, overlays, endframe for the TV, video in nightclubs, viral movie, various websites across Europe, POS material, flickbooks and much more.ResultsOver 300,000 unique visitors to the UK site aloneNumber 1 UK single (currently in its 4th week) and rising across EuropeViral film on www.viralbank.comAxe Pulse alone now accounts for 5.6% of the total deodorant category (that's bigger than Gillette deodorant in totalBrand share up 2.5% to 18% y.o.y.

Pulse alone now accounts for 40% of all Axe sales.Average click through rate on banners has been as high as 23%