The idea is based on a simple premise, that of an epidemic, an erotic epidemic! Typical for AXE, it's loud and provocative and the core idea is "Unleash the Chaos". But how does an epidemic spread? Simple. In the media. In the form of coverage on how it spreads and breaks out in the different countries.
To bring across the point, we developed a campaign that could spread the news of the epidemic using fictitious events and special news broadcasts on every marketing channel and in every market.
To start off with, we used Facebook to post carefully fabricated rumours on a possible market launch of AXE's new lady's perfume. Black market stock also went up for sale on eBay – from anonymous sources obviously – and AXE girls set up camp in front of stores, eagerly awaiting arrival of the product. Once AXE Anarchie made it to the stores, the girls would then storm the shelves, generating images reminiscent of an iPad launch.
The chaos took its course. More and more uncontrollable actions conquered the public sphere, whipped into a fever by a pure passion for the product. Kiss flash mobs would ignite people's attention by seemingly getting innocent bystanders involved. Once the news coverage on the epidemic and its spread throughout Europe had begun it was all over the internet.
With programme interruptions on TV, special news broadcasts informed viewers of the extent of the chaos and spread the campaign around Europe with gigantic media purchases.