We had to launch a new Axe liquid soap, a nonexistent category in the Argentine market. We needed to use a differentiated communication channel planning for various reasons: we needed to promote a habit change, generate awareness, excitement and promote trial. We also needed to educate consumers regarding the format, its use and the benefits. But our major difficulty was that we needed to do all this with a limited budget. We thought of something simple and new to captivate guy’s attention and make them feel cool by using Axe Shower Gel. We installed a Jacuzzi in the intersections of Florida Street and Diagonal Norte Avenue, one of the busiest places in the capital city of Buenos Aires.

The whole campaign showed excellent results:20% sales volume over the estimated in the first three months after launching.Fast client incorporation: +70% in 5 weeks.More than 80% of the clients purchased the product again in the first months.

We installed a Jacuzzi in the intersections of Florida Street and Diagonal Norte Avenue, one of the busiest places in the capital city of Buenos Aires. We invited a seduction master to teach guys to use the new Axe shower gel. A gorgeous local celebrity bathed two guys who were chosen at random picked from the huge crowd that witnessed the event. Over one thousand people approached the scene of the action.

With a great idea in a public space, we surprise the guys, we brought the brand closer to them, so that they could experience and interact with it. The Jacuzzi generated a media phenomenon because of the tremendous impact it had in the media related to target: cell phones, print media, TV, Radio and internet.

Over 1,000 people approached the scene of the action. The Jacuzzi was on the front page of one of the largest newspapers in Buenos Aires two hours after the event. Once the action ended, videos were uploaded in You Tube reaching over 7000 viewers. The Jacuzzi was seen on TV in daily and entertainment shows and over 20 print media picked up the event.