AXE body spray is giving students an education in ‘unlimited seduction.’ To celebrate the launch of its new scent called ‘Unlimited,’ the brand has opened up a virtual school in AXE University. Guys and girls across Canada can sign up to register at AXE.ca for a chance to gain entry to an exclusive party.
‘The AXE U orientation event will take place Saturday, Oct. 22 in Toronto at a downtown nightclub, which will be completely transformed to resemble the fictional AXE U,’ says brand development manager, Leo O’Donnell. ‘The event will be attended by over 1,000 people. There will be 30 regionally allocated winners with the balance of tickets to be distributed via a variety of mediums. The event is intended for guys and girls 19-25.’
Axe.ca features a message board, an online survey to help students choose a post-secondary school; seduction scenarios as well as other online ‘course materials’ designed to attract student bodies. AXE U registration is open until Oct. 2. According to O’Donnell, this fully integrated program is not open for co-promotion.
The AXE brand team worked with four Toronto-based shops on the campaign: PHD did the media buy, Segal Communications did event management and promotions, Dashboard handled the Internet aspect and The Wilcox Group did PR and media relations.
