A) “Cool brand” credentials through television (high affinity youth programs targeting, sponsorship of prime time comedy dealing with life of young people in top rating channel, engagement in music channels with viewers voting in order to become DJ for one hour), digital (dominant display in sites targeting young males’ interests, including two media firsts: desktop branding at popular social networking platform (zoo.gr) and Yahoo sign-in page coverage, Facebook page with 11,500 fans in 2 months and exciting Facebook application to drive involvement with over 5,000 active players),Print (development of “naughty” creative concept, with tempting Greek model appearing as angel in fake front cover of popular magazine with teaser “what makes her sin?”)Cinema and OOH displayB) ”Fragrance credentials” building with through sampling events with promotion girls dressed as Angels in youngster’s meeting points (cinemas, malls) and publicity event with local celebrities and extensive after-publicity.

Axe Excite was one of the most successful new fragrance launches, exceeding its target share by +20%!

On top, it gave incremental market share to Axe (50bps), securing Unilever’s leading position among male deodorants.And last but not least, engagement with the brand exceeded expectations: Owned Media: +16.000 fans at the Axe Facebook official fan page (11,500 in the first 2 months!), 48,000 subscribers@contests!Earned Media: 110 Posts, 3.633 Comments /'likes'.