AXE WAKE UP SERVICE - AXE fragrance body spray


To encourage Japanese teens to use AXE every morning, we created an imaginary company "AXE Wake-Up Service Inc". We created 3 TVCs to promote the launch of this new company, ending with a toll free number that people could call to organize theirs. People could also register on the 'Axe Wake-Up Service Inc' website. Applicants would then enter a lottery where the winners would actually get woken up by the real 'Wake-Up Angels'. The site boasted 20,000 participants and over 1,000,000 page visits in just two weeks earning it considerable PR. The site was awarded a bronze Cyber Lion.










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