Creative JuiceSil rewards notoriety with new ‘AXE Police’ campaign

ASIA-PACIFIC – KUALA LUMPUR, MALAYSIA, MARCH 4, 2011– Unilever Malaysia has appointed Creative Juice\Sil to develop three integrated campaigns in 2011 for its AXE body deodorant, the world’s most popular male grooming brand.

 

Sa’ad Hussein, Creative Juice\Sil’s managing director stated, “AXE has always been a dream brand to work on. The brainstorm sessions were really like bedroom confessions. We’re glad that the clients are brave enough to accept our crazy ideas.”

 

Following the same line of cheeky humor AXE is known for, the first new brand activation campaign in Malaysia by Creative Juice\Sil is called ‘The AXE Police.’ It features hot policewomen who are out to find and fine men suspected of possessing ‘The AXE Effect,’ but end up getting seduced by these men instead.

 

In continuation of AXE’s previous activation campaign, the policewomen write down their numbers on summons that are issued to the dangerously seductive suspects. The recipients of the summons then have to “give themselves up” on the ‘AXE Most Wanted’ list on the AXE Malaysia Facebook fan page via a seductive pre-recorded voice message.

 

 

All participants need to do is upload a mug shot of themselves on the ‘AXE Most Wanted’ list, submit a creative confession of their crimes of seduction, and get their friends or ‘witnesses’ to vote for their mug shot.

 

Tanya Teng, Brand Manager for Unilever Malaysia commented, “We struck up a good rapport with the agency almost immediately. It helped that we shared the same excitement and dedication to make the campaign a success.” Teng added.The suspect with the highest votes and best confession will walk away with a one-year entry pass to the popular night-club, Zouk and nine other winners will be awarded an iPhone 4. The contest ends on March 20, 2011. 

 

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