1. Axe Dark Temptation May -June 2008 Client: Unilever

2. Chocolate is the dark temptation! – Girls love chocolate It is obvious – Every guy wants to be loved by girls Obvious too – New “chocolate” Axe deodorants and shower gels will transform every guy to a dark temptation object for girls – And noone will resist!

3. Challenges of new Axe “Dark temptation” variant launch in Russia: – Attract attention - create big event out of launch – Demonstrate power of chocolate in seducing girls – Make it in cool way for guys 15-25yo

4. We will make it happen in 2 stages See the power of chocolate Use the power of chocolate with Axe Dark Temptation 12

5. Solution: 1. First we demonstrate the power of chocolate – Trough ENTERTAINMENT – His life is all about fun, movies, hanging out with friends We bring to the Russia a new blockbuster Choco-man He was an ordinary guy… But one day he became a Chocó-man. Find more about his adventures!

6. Choco-man blockbuster in cinemas in 12 cities of Russia Outside Inside Before the movie

7. The real blockbuster – everyone must know about choco-man On TV In 15 cities In city-guides On the radio

8. More hot things about Choco-man on a special internet resource Contest “ shoot your story of Chocó man” Watch “hot shoots” Find more about Chocó man www.axechocomovie.ru Баннерная кампания

9. Solution: 2. Use the power of chocolate! – Trough DEMONSTRATION – Axe “Dark Temptation” gives you the power over girls – Be right at the place where he wants to attract girls – In the street – In the Univercity – At the dating portal

10. Use the power of Chocolate with Axe “Dark Temptation” In universitiesIn 15 cities In men’s magazines

11. Use the power of Axe at 24open.ru dating portal

12. www.darktemptation.axeeffect.ru Buy Axe Dark Temptation & register at site Chocolate prizes Flash-game “clean up the girl from chocolate” Share video how you seduce with chocolate

13. Results – Interactive communication with Axe audience – 74% – 74% multimedia cover @ effective frequency for each media 4.7mln.40 000 – Over 4.7mln. unique coverage in internet, over 40 000 clicks – Generated interest to the product – 119% – 119% increase of requests for Axe during period of campaign (Yandex.statistics) “AXE Dark Temptation sales were 22% higher than any Axe variant” Egor Evteev, Axe brand manager

14. This is a winning case 1.Innovative approach to support – Young guys not tend to get interested by a new deodorant launch – But they are very much interested in a new blockbuster – We promoted Axe Dark Temptation as a real blockbuster 2.Impressive business results – AXE Dark Temptation sales were 22% higher than any Axe variant