Dirty night determinator

Axe patnered with Greystripe Inc to launch

a flash game "Dirty night determinator".
The game identified which parts of the
body needed cleaning
The objective was to reach the young
mobile gamers and to engage the target
audience (guys of age group 18-24)

"Clean your balls" campaign

The objective of the campaign was to
increase its awareness and cross-sellwith
the showering gel.
It was an infomercial spoof featuring
american actress Jamie pressly.
The campaign was responsible for Axe
retaining no.1 position in the male
personal care category.
The video earned about 4.5 million views o
Youtube

Contd..
It also received a lot of flak for iis overly
evocative content.