Brazil has massive Open TV penetration, mainly dominated by one player: Globo TV. The most used format is product placement in soap operas and, more recently, also in reality shows such as Big Brother Brasil.

Reality shows have become part of Brazilian culture, a phenomenon as big as soap operas or soccer matches. This format quickly became an instant showcase for future men's magazines covers - these new talents became exposed on the cover pages of GQ, Playboy and similars.

Most of the time, when doing product placement, there is a lot of restrictions imposed by the broadcasters: we can barely control the script and manage how the brand is going to appear or be linked with.

To reach in a proper way AXE's target - young men 18 to 25 years old - we have come with a solution to, rather than putting our content on pay TV, vehiculate it in an ambient that is even more relevant to this specific target: the Internet. Furthermore, this maneuver brought us the opportunity to work with female artists from different TV stations and also have total and absolute control over what was being produced and broadcasted.

We created a 360 strategy divided in 3 phases:

1. THE KIDNAPPING: Fake posts in blogs and also fake tabloid covers talking about the celebrities disappearance to tease the target.

2. THE LAST REALITY SHOW IN THE WORLD: Home Page takeovers and streaming media banners with the show at Internet portals, Merchandising on open TV, PR push and also the beauties effort to win votes that generated a strong push at their social networks, driving their fans to our page.

3. THE HAPPY END OF THE WORLD PARTY: PR around AXE's party and a Google Hangout Session with the celebrities.

We need to drive business results in order to have a successful campaign. This campaign was targeted to engage our audience in a deep level. Results were awesome. Not only in its digital KPI's but we had massive and positive business results.

- During the campaign, the variant being communicated had 150% increase in sales volume. Sales volume represented 25% of total Axe volume versus 10% before the campaign.

- Axe's market share was decreasing for the last 14 months. We inverted this bad curve gaining 30 bps in the month of the activation and in the next month.

- Unaided awareness came from 86% to 97%. This was a level that Axe wasn't able to reach in the last 4 years.

- Campaign awareness on target reached 45%. This level was only reached previously with much higher investments in traditional media. We made better with much less money.

- The specific variant, AXE 2012, achieved 22% awareness, surpassing the leading deodorant brand in the country which only had 16% awareness.

We can certainly say that we changed the way Axe sees digital in Brazil and how it can leverage business results in an efficient 'ROI-driven' way.