In order to deliver users to the bath, a “shower lotto” was developed in which the lotto outcome was revealed by soaking it in the tub. The special prize was every man’s dream, “bathing with a bikini model.” This brought the impact of the lotto to a new level and created enormous buzz through PR exposure in mass/online media.

Following this was a sampling campaign, in which the lotto and sample were distributed as one set in locations across Japan. During the campaign, there was drama in every bath where the Japanese male targets brought their sample and lotto.

This unprecedented event created enormous buzz socially and among users.

○ Long lines formed across Japan and the 300,000 sets were gone immediately.

○ The campaign was featured by more than 100 media including TV and newspapers.In addition, post-sampling surveys revealed:○ Sample usage rate increased from 50% → 82%.○ It was a memorable campaign: YES 94%！○ Campaign led to product purchase intent: YES 91%！Immediately after the campaign, AXE BODY SOAP market share rose from 52% → 61%!Sales of core AXE Body Soap products also grew dramatically by 42%!