Indeed that is a creative work and I know it's attractive for their target audience but can I say that somehow it's a little bit obnoxious to public "woman" morals.
Maybe I need to be more open-mined? What I'm thinking is that - can this mouse pad launch in Hong Kong? It's about the problem of culture. It's a long story if we need to talk with this...
Q1: What made this marketing idea unique?
A: The Axe global strategy is ‘Playful Public Fantasies’. To bring it alive in the UAE and avoid censorship offline, we created a website, AxeFantasy.com. Now to launch a site this seductive to hot-blooded young guys, just a web banner campaign didn’t seem to do it enough justice. We focussed on the one place where they were a captive audience: Internet cafés. To make sure they visited the site immediately, we created the Axe Mmmousepad, which plays up on a popular male fantasy. The idea’s unique because it uses a conventional medium unconventionally to demonstrate the Axe Effect.
Q2: How did this marketing idea reach the specific target market?
A: Our target audience are young males (18-24) in the UAE, both local and expatriate. They’re into hip-hop music, nightclubs and MMS. They spend a reasonable amount of time in Internet cafés chatting and playing network
games. The Axe Mmmousepad was strategically placed in select Internet cafés across the UAE, to arouse their curiosity. After the target’s initial hesitation to put his hand up a skirt, he could not wipe the grin off his face while surfing the web later. The message hit home and it gave interactivity and whole new meaning.
Q3: What made your marketing solution relevant to the target market?
A: The task was to launch the indigenously-designed website, AxeFantasy.com, to Internet-savvy male youth in the UAE. The solution was to use a medium which cued fantasy instantly to a young male in an environment like an Internet café where he was receptive to the message.
Once he played around with the Axe Mmmousepad, he couldn’t help but visit AxeFantasy.com to explore some more fantasies.
Q4: What was the response to this innovative marketing idea?
A: Once the target put his hand into the skirt to look for the mouse, there was no turning back. He couldn’t wipe the grin off his face while surfing the web, just like the other guys around him. Understandably, many Mmmousepads ‘disappeared’, but AxeFantasy.com got 3000 plus unique visitors and 115,000 page views during the month-long launch campaign.
That’s the power of the Axe Effect.