Axe - Wheel of Temptation

Unilever
Game
2008
Deasign

Axe - Wheel of Temptation

An online game where participants can challenge each other to a game of "Truth or Dare" using an Axe bottle.

About client

Axe is a brand of male grooming products owned by the British/Dutch company Unilever and marketed towards young men. The scents range from popular varieties to less common ones such as lemon-lime.

Challenge

Axe launches a new scent every year and in the spring of 2008 Axe Dark Temptation made its debut on the market with the help of Axe – Wheel of Temptation. The goal of this digital investment was to strengthen the Axe brand and increase knowledge about the new product. The communication was based on the insight that guys like to feel that they are irresistible to girls.

Solution

Axe – Wheel of Temptation is a "Spin the Bottle"-game that is integrated into the instant messaging platform Windows Live Messenger. We chose the popular activities “Spin the Bottle” and “Truth or Dare” as the game vehicles for this campaign since both games map well towards the feeling of the campaign Axe wanted to create.

Final result

Analytics after 6 months showed:
Unique visitors: 630 000
Rounds of game: 1 600 000
Time per round of game: 5.57 minutes

Axe reached out to 16 % of all young people in Sweden between 14 and 24 years of age. Commitment was high, which was indicated by the average time spent on playing the game (5.57 minutes).

Axe – Wheel of Temptation was nominated as a finalist in Eurobest and One Show, won third prize in "Månadens Webb" in the magazine Resumé and a silver medal in Microsoft’s game “Catch a Mouse”.

Case info

Client: