Axe, a Unilever’s male grooming brand, has introduced an interactive promotion campaign exclusively on Japanese market to endorse its Axe Body Soap.
The campaign is developed by the Japanese advertising agencies Bascule, Inc and Robot Communications Japan. As part of it, a promotion web destination was launched. The website presents several mockumentary movies about the last “SUNSUKE (Bathhouse attendant)” in Japan, as well as interactive movie about “Axe Shower Navi”(attractive young girls washing a male body with help of cutting-edge equipment in the futuristic and minimalistic outfits).
As always, the ad content coming from the brand features bold male-friendly message.
Unilever has gained experience in winning the Asian markets by hiring local agencies that are native in the local culture and will present the product the way the Japanese consumer expects to see it. Previously, Bascule, Inc. designed another interactive website for Axe Effect featuring fiction video news on the impact of Axe upon women and virtual “AXERCISE” class with sexy female couches.