Axe Communication in Russia is stuck somewhere in the 90s: "hook command Axe, cast a spell cool relaxation" Bashny.Net

Started the second flight online campaigns Axe «hooked" prohodyaschaey under the slogan "catch Commando Axe, cast a spell cool relaxation».

Recall that four Russian agency - Rapp Collins Moscow (creative, BTL), Grape Digital (implementation of Internet component, viral communication), Initiative Media (media planning and placement) and PR-Technologies (PR, copywriting), are integrated advertising campaign for Axe. Previously, the agency introduced the concept of "catch-TV" for Axe, who was supposed to catch.

According to the agency PR Technologies, in the "Command AXE» includes a secretary, waitress, a girl, a maid and masseuse. Their images are partly borrowed from the video AXE, on display on the TV - it 'new Niels "withdraws from women of different professions to avenge injustice. Now the company has four hot babes come on a visit to the winner of a new online game AHE GirlCraft to put things in order, cook dinner, have a massage.


To promote the game and the original prize, which will get the best player, it was filmed a special promotional video.

Its plot is based on the fact that the lucky winner sits in a bachelor pad in anticipation of their prize, when suddenly he was visited by inspiration. He jumped up from his seat and before it rings, begin to bring more confusion to stay longer lovely guests. In addition to the video, which will be distributed only through the Internet, in the promotion of the game AHE GirlCraft prize and will be used by AXE ambient advertising. Special posters at bus stops will create the illusion that a person sitting on a bench waiting for transport, sit in a chair surrounded by four "hot babes" from "Team AXE». Articles in men's magazines talk about how to properly use the full potential of "Team AXE»

"The team AXE» - this is not just another original prize. Visit four sultry beauties subconscious dream embodies the brand audience. That is why the promotion of the "team" is dedicated to a new phase of our campaign. In the promotion and prize games AHE GirlCraft we will use the mechanics to ensure maximum "viral effect". We believe that the game AHE GirlCraft, posted on the new website www.axeeffect.ru, prize itself will be quite interesting to the audience, to stimulate circulation Links & quot ;, - says Alexander Poleski, Brand Manager AXE.





via / axe / 2007/09/14/20198 /