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Axe Bom Chicka Wah Wah Axe Bom Chicka Wah Wah Axe Bom Chicka Wah Wah Axe Bom Chicka Wah Wah

On 05, Feb 2013 | No Comments | In | By Philia Beroud

Axe Bom Chicka Wah Wah

The AXE fragrances are improved, due to a better formula and new packaging. Now, AXE has an even stronger effect on girls.
Make sure that boys experience the effect of the improved fragrances and create talkability amongst guys and girls to put the brand top of mind.

Concept Insight: BCWW is a wanted virus

Bom Chicka Wah Wah is name of the phenomenon that occurs when girls smell the improved Axe fragrances. It’s Axe sexual version of tourettes, which made girls go out of their mind. A team of girls spread the viral symptoms in the streets (BCWW city attacks), on TV and on the web. We used the candid camera movies as online teasers to stimulate boys to experience the viral effect of improved AXE themselves with the online clip module.
Using the module, boys could create their own video clips interactively by dropping their favorite BCWW scenes, sounds and yells together. These clips could be sent to friends to pass the viral effect of improved AXE on, to their friends.

Internet, guerrilla, Tv, Print, In-store

500.000 unique online visitors
438 new clips made per day
1988 clip views per day
120.000 extra products sold in 2 weeks time
1 milliard views BCWW Hyves emoticon

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