Axe
Axe University

Simple

Celebrate the launch of AXE's new scent called "Unlimited," with the creation of a virtual school - AXE U. Guys and girls across Canada could sign up to register at AXE.ca for a chance to gain entry to an exclusive party.

Surprising

With data collected from an online survey, AXE published information in Maclean's Top University issue that University students are actually interested in - which University has the hottest students. With online and print, AXE U reached their target on their level.

Success

Reached all KPI's within the first 60 days, generated substantial PR via the use of Maclean's and made the Unlimited scent one of the top 3 scents sold that quarter.

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