While I am not a 16 year old boy trying to turn on my girl with my sexy smelling cheap deodorant... i do see the appeal of the BomChickaWahWah campaign from Axe. Axe Body Spray came out with a new scent. Instead of listing the boring new ingredients, the agency created the New Axe "with added BomChickaWahWah" with an integrated approach to their marketing.
The site is smart. hitting the site, the consumer is asked to select one of three regions (Americas, Europe, Euroasia), appropriately you use a magnifying glass to roll over the scantily clad woman to choose your "region" which assists in audience segmentation and communication of messaging.
Keeping with the mantra, "content is king," there seems to be something irresistible about the many videos the AXE site has to offer (aside from the attractive women dancing in sexually suggestive ways, I mean).
The videos seem to be consciously aware that they are completely absurd, and I believe that viewers will appreciate that. Axe walks a fine line of offending women who might feel objectified, and turning-off men who might feel that they are being reduced to sex-hungry dogs. But by making the videos lean towards the absurd and campy, Axe shows viewers that they are smarter than that. The company succeeds in carving a positive brand image into the mind of the user, while at the same time profiting from the classic "sex sells" technique.
View the site @ http://www.axebcww.com
