The AXE brand concept is “Giving guys the edge in the mating game” (The AXE EFFECT). To successfully launch the fragrance body spray, the first AXE product to arrive in Japan, we needed to: * Convey the brand concept in such a way as to maximize interest among our target and generate a movement centering on the concept.

* Our aim was to foster a strong impression of the new fragrance body spray product category for a target that had never developed a fragrance habit, establishing the category in the Japanese market.

>Achieved the No.1 sales share of both categories, Fragrance & Deodorant in 1 week after launch in Japan!>Viral movie : Over 300,000 views over 4 weeks>WEB site : Over 1,400,000 page views over 4 weeks>PR exposure value equivalent to 155% of the launch event cost>Highest distribution in the history of Unilever Japan>The initial one-month sales target was achieved in just 5 days>Immediately following the product launch, numerous blogs and bulletin boards expressed high expectations for the next AXE promotional campaign.

To accomplish the goals, we kept the products strictly under wraps.First, we propagated rumors about The AXE EFFECT, a “mysterious attraction” in which men became extremely attractive to women, spreading like wildfire throughout Japan. We produced 6 viral movies of this “mysterious attraction” and showed in guerilla broadcasts on the web and at target touch-points. And, we distributed newspaper extra editions and set up a special website to track the phenomena. By maintaining the mystery, we were able to involve the target and expand their interest. As interest peaked on launch day, the answer to the mystery was revealed in events and TV programs.