AXE Rise is a bright yellow shower gel specifically designed to revitalise guys in the morning. After all, just because it’s morning, doesn’t mean there isn’t opportunity everywhere. The Axe Rise, Wake Up and Stay Alert Campaign is a multi-platform campaign devised to teach guys the importance of being awake and alert in the mornings, so they don’t miss out on any early opportunities.The Axe Rise Interactive Film tests the morning alertness of guys in real-time. It places them in a realistic point-of-view dating scenario during a morning commute. Banners leading to the film targeted guys who were already gaming; grabbing their attention with flirtatious footage and challenging headlines.Once clicked, the viewer was thrown into a realistic point-of-view mating game situation, each level ending with a question. Get it wrong and go back to the beginning but not before receiving a little dating advice. Of course, don’t expect to face the same question twice. Every time the guys go back they’re asked about a different detail, ensuring they are always on their toes and constantly engaged.After three misdirect-packed levels, each guy is given a ranking based on how awake and alert he really is. From here the guys can send the challenge to a friend or post it on one of their favorite social networking sites.To extend the experience to mobile, an 'Easter egg' was also added at the end of the film. The guys could call the number, speak to the girl from the film and answer one final question, to complete the ultimate test of mating game skill.

We designed a first-person campaign that directly tested guys’ ability to pay attention, making them feel the need for Axe Rise first-hand. Through first-person point-of-view TV spots, we made the otherwise passive medium of television more interactive by ending the commercial with a question about what they just saw. We created a realistic interactive film experience that took place in an everyday morning scenario. The three challenging levels tested guys’ alertness to the details that could lead to hook-up opportunities. Digital banners used provocative headlines to bring our interactive game experience to the consumer in places we knew they were already frequenting online. The radio show took the form of a call-in show that brought guys and girls together to quiz guys on their attention to the details in a fun way. Structuring the campaign around alertness tests reinforced the need for Axe Rise in an inventive and engaging way.

Axe was able to find a way to engage guys and successfully carve out a place for Axe Rise on an otherwise crowded shelf. This campaign has recently launched so more results will be sent at a later date when they become available.