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Axe Mmmousepad

Axe Mmmousepad | 凌仕 | Axe/Lynx | Lowe
下载原始文件 下载原始文件 JPG | 1024x768px
文案cnen
The Axe Effect
基本信息
行业: 家居与日用品
媒体:户外
时间:2005年5月11日
投放:阿拉伯联合酋长国
语言:英语
风格: Minimalism
说明cnen
Description / Synopsis


The Axe Mmmousepad uses a skirt to play up on a popular male fantasy.

Context


The Axe global strategy is ‘Playful Public Fantasies’. To bring it alive in the UAE and avoid censorship offline, we created a website, AxeFantasy.com. Now to launch a site this seductive to hot-blooded young guys, just a web banner campaign didn’t seem to do it enough justice. We had to focus on the one place where they were a captive audience: Internet cafés.

Philosophy/Solution


The task was to launch the indigenously-designed website, AxeFantasy.com, to Internet-savvy male youth in the UAE. The solution was to use a medium which cued fantasy instantly to a young male in an environment like an Internet café where he was receptive to the message. Once he played around with the Axe Mmmousepad, he couldn’t help but visit AxeFantasy.com to explore some more fantasies.

Results


Once the target put his hand into the skirt to look for the mouse, there was no turning back. He couldn’t wipe the grin off his face while surfing the web, just like the other guys around him. Understandably, many Mmmousepads ‘disappeared’, but AxeFantasy.com got 3000 plus unique visitors and 115,000 page views during the month-long launch campaign. That’s the power of the Axe Effect.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
制片:
奖项
Dubai Lynx Awards 2007
铜奖
Ambient
The One Show 2006
铜铅笔
Outdoor
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