THE AXE EFFECT

Axe is known for its bold and audacious ad campaigns. Here it comes with it the all new Call Me campaign. 

In this ad, a girl gets smitten by strong masculine fragrance of Axe and depicts something called numberitis, wherein the girl is directed by her psyche to give her number to men smelling of strong masculine cologne.

Well, the ad campaign is a huge success as it has succeeded in involving the masses in ground activities. The company expected somewhere around 1 million calls in the initial month of the launch of the campaign, while the numbers were exceptionally high to 2.7 million calls. It was a treat for consumers to have the so-called Axe babe Tanya on the other side of phone.

Well, the ad campaign is based on strong construct in marketing. To have your brand known to consumers, you have to involve the consumers with the brand. The brand successfully did that, which is evident from the no. of calls made, though sales would finally dictate success of the campaign. In my opinion, the campaign aroused immense curiosity and excitement in the target segment, and as such, the purpose of media campaign is well served.