Axe / Lynx Click
You know when you click with someone. Well Ben Affleck, keeps a count. Only the Lynx guy’s count is higher.
A series of teasers, based in Tipping Point Theory, helped make way for the main TV Commercial, and launch of the clickmore.com website.
Guys could order, win and tease Lynx/Axe Clickers (some 2.5 million of them), to keep their own tally.
A viral video, by the Viral Factory supported the campaign, along with the awesome new fragrance and breakthrough blue can.
Axe Click, it’s teasers, TVC insight and product become the most successful new variant (fragrance) launch.
cickmore.com country selector, a cheeky way to select language and location
Digital launches were new, but Axe had a strong track record with Axe Feather (a tickling game). AKQA were tasked with developing a compelling site to support both the Teaser (which resulted in being sent a clicker) and the full 30 country website, each with their own prices, downloadable track and flirtatious game.
The website drove the highest click through for a digital campaign and helped drive sales of the new variant.
Together with the brand team I led the management of the site, it’s development and all the media, languages, logistics and support; and delivery of all those clickers.
Viral Drive Traffic
In a world of meme’s it’s hard to understand how compelling early viral videos had to be… they had to look real, like they were shot on a webcam…. and only land their reveal near the end. The Viral Factory shot this single shot series of “clicks” which drove people to the core website and from there to drive sales.
Lynx Clicker
And to support all of this we needed Clickers; millions of them. Managing their sourcing, landing them in each of the global markets; getting a few limited edition Gold ones and ensuring they were available for each of the launches fell to me.
“Can we change our order?” asked the Australian brand manager… “well, they have a 3 month lead time, and you launch next month,” I reply, “they are literally on a slow boat from China!”