Objective

Promote the launch of a new Axe fragrance "Unlimited" during the key Back-to-School period.

Strategy

Push the boundaries tapping into the key insight that going away to University is a pivotal moment in a young man's life, especially as it relates to his social and sexual development. Use media to showcase Axe University - a post-secondary institution specializing in teaching the skills of seduction.

Plan

Highly targeted multi-media campaign driving traffic to the Axe website to participate in a poll comparing Axe U to other real universities. The key support piece being a feature in MacLean's venerable 2005 University ranking issue.

Results

Over 8,000 online registrations to Axe U. Axe U easily ranked #1 with 21.2% share of all votes leaving the University of Western Ontario a distant second.

Axe U was awarded Silver in the Young Adults category at the 2006 Media Innovation Awards.