Concept
Rather than providing fun cell phone content, let consumers enjoy communication with their cell phone.
Cell phones are owned by every target user of AXE in Japan. However, they are not fully functioning as a medium yet and are only carried as communication tools. They entered users’ everyday lives, made communication using cell phones and established communication among them and between them and the company.
This acted as a trigger to invite people to enter a digital realm that was closest to their reality and move from one digital realm to another and then back to reality, giving shape to a system that can be experienced anytime and anywhere, that can be expanded independently and that invites you to participate in the experience.This is the communication game that supports communication between male and female and fuses together communication utility and branding.
Ninety-day viral game competition
Participants hunt for chocolate-flavored “Chocoman”, the CM character of AXE Darktemptaion, using their cell phones and compete with each other over the number of points accumulated to win the prize money.The mobile website recorded about 3 million PV, and about 1 million AXE products were sold during this term.
Introduction of QR code
In Japan and parts of Europe, advertisers have long used QR codes to create an interactive experience from their printed ads. These QR codes are like barcodes--they appear in print and can link cell phones to specific Web sites. The technology could help advertisers determine what appeals to which consumers,but Hong Kong QR codes in the beginner stage.
--Edith Cheung
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