We created a promotion that made it impossible for men not to want to enter: Win a week break with FHM girls to Las Vegas. To give the www.axeinlasvegas.com promotion a brand resonant and subversive edge no traditional media channels were used. Instead, with gambling icons, lights, DJs, and AXE sampling, we converted men’s restrooms in pubs, clubs and cinema theatres into gambling dens. All men use restrooms in these venues to groom themselves for a better chance with the ladies (or their date) and we were there to remind them that seduction isn’t a gamble with AXE. Lady Luck and all her sexiest girlfriends handed out cards to all the guys leaving the ‘casino’, announcing the promotion, and a web address where they could enter.

Of the 18,000 men visiting our restroom and casinos daily, 80% of them visited our website.190,000 unique visitors attracted in 4 weeks. AXE was sold out within 2 months.

These successful results have led to a widespread use of restroom media as a viable and profitable channel amongst marketers and agencies.