Waking up is the tipping point of the day, when guys decide whether to use AXE or not. We wanted to ensure brand experience at that important time, and promote the use of AXE every morning. By making a reservation on the website, the user can get a wake-up call from a charming girl at an appointed time. The system therefore involve the use of a PC and a mobile phone. When making the reservation, the user is made to feel as though he is talking to the girl on a TV-phone. This original brand experience created an online buzz.
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