April Fool's day interactive video-reel from Axe
Client: Unilever
Brand: Axe
Goal: to carry out viral activity that is relevant to April Fool’s day traditions.
Idea: to create a musical video application that could be customized by users and would demonstrate Axe Instinct effect.
Realization: we made the video-reel Axeeffect.tv about the guy who is using Axe Instinct and is extremely popular among girls. The music fragment was created specially for the card and then became one of the most popular mobile ringtones.
The reel can be fully customized by the user: there is his photo on the billboards, his city, his name is all over the walls and it is even tattooed on girls’ bodies! The girls are also singing the guy's name during the reel.
"Seeding" kick off not long before April Fool’s and there were 5 reels that we created and more than 25 000 users generated this card in the first 2 days.
More the 241 000 unique visitors of the web-site www.axeeffect.ru;
2 951 000 viewed the video-card;
more than 60 000 customized cards created.
