Axe in the news
15 Nov 2008
Axe Dark Tempation reminded everyone who accessed Yahoo!India yesterday that November 2008 is being celebrated as chocolate month in India.
The 24-hour online campaign by Axe Dark Temptation, a chocolate fragrance deodorant brand was aimed at engaging the target audience of Axe. The audience could send free chocolate packages to girls, if the latter were ready to accept them.
A dark man was placed at the centre of the Yahoo.in homepage. A fixed banner ad on the right side displayed an Axe Dark Temptation deodorant bottle. In the next few seconds, the bottle flew towards the dark man and sprayed deodorant. As a result, the man got converted into a chocolate man and walked towards the banner ad. Once inside the banner ad, the consumer engagement began, as visitors were given the option to click on the ad in order to get a surprise.
When a visitor clicked on the banner ad, the headlines and content on the homepage changed into chocolate related stories, even presented in chocolate colour. Images got replaced with the images of girls. The chocolate man started walking towards the Yahoo! India logo, which got morphed into a brown coloured logo, with chocolate dripping from it. Soon after, the girls in the images also started walking, one by one, towards the chocolate man. The banner ad and all the image boxes from where the girls moved out, displayed the message: To send a box of chocolates, log on to Axeffect.com.
A visitor could close the campaign or reach the site, Axeffect.com, developed by WebChutney, an interactive agency. On the site, he could fill a form and submit the name of the girl to whom he wanted to send the chocolates.
Pearl Uppal, director, sales, Yahoo! India revealed that the online campaign had the capacity to reach about 3.5 million unique users, who visit the Yahoo! India homepage every day.
Priya Nair, category head, deodorants, HUL, says, "It is just the beginning of our online campaign for Chocolate Month, which is aimed at boys to make them realise the power of chocolate."
The digital team at Mindshare Fulcrum has conceptualised and developed this campaign.
