Axe. The Numbers Game

The challenge

Create a social campaign that whets the public's appetite for the new range of fragrances from Axe.

The idea

Encourage men to compete for the Axe girls' telephone numbers.

How we did it

Men have always fought for the attention of girls. This will never change. So why not create a game on the Axe Facebook page that allows men to compete against each other, while simultaneously promoting the new range of body spray?

We challenged men to race each other for phone numbers. The better they got at the game the more they were rewarded with increasingly provocative behavior from the girls and with a place on the leader board.

Axe makes men more alluring to women and always helps them to score.


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Awards

265400
unique visitors to Facebook
100000
unique visitors to The Numbers Game
1011000
total plays