The creative solution for the mainstream campaign appeared in Giuseppe Verdi’s most famous song 'La Donna é Mobile'. Its lyrics hide a universal truth: women are beautifully unpredictable, just like our product.

What could possibly have made Giuseppe write a song like this? This was our promotion idea. We found real-life love letters from the 19th century between Verdi and his wife-to-be: soprano Giuseppina Strepponi. We then created an online platform where Axe Random users could go back to the days of his inspiration, pick a random gift for his muse and win a prize (only if unpredictable Peppina liked it).

The #UnaVezMeRegalaron hashtag was a Twitter TT twice during the same day and got a reach of 28,000,000, almost 4 times above expectations.

The Axe Random Gift Shop digital promotion helped boost the variant SOM by 16%, from 3.1 to its 3.6 performance peak. This helped position Axe Random as the #2 best-selling variant within the brand portfolio.

The Axe Random Gift Shop total pack-code input was 3.5 times higher than expected.

Users spent an average 3:26 minutes picking beautifully unpredictable gifts for Peppina.