AXE: The Lucky Guy

Let young men who use Nightparty, a night club website, learn about and try AXE products and promote ‘AXE effect’ concept.

Challenge

Let young men who use Nightparty, a night club website, learn about and try AXE products and promote the ‘AXE effect’ concept.

Insight

Young people love to be photographed. They are posing for photographers in clubs and enjoy finding themselves on the pictures the day after and share them with friends. What if we could utilize this behaviour?

Solution

A game is based on the most visited section of Nightparty website, ‘photo reports’. A player sees two pictures taken by Nightparty’s photographers in night clubs of the city. On each photo there is a guy accompanied by two or more girls. The player is encouraged to select the guy who is more lucky, meaning that the best girls are around him. 

Interaction design

First step to make an idea real was to create sketches and wireframes to confirm the idea with client and to have a good structure for oursleves.

As the navigation map was completed, we continued with wireframes.

Visual design

Next step was coming up with a good design in a Nightparty and Axe style. Together with an visual designer we completed a set of designs, that were successfully approved by the client.

Visual design by Kate Malykh

Tech

Once the design was ready, it was time to implement it. A team of developers came up with a solution to rabdomly show images with regard to the dates when they were taken, so in the end every picture could have same chance to appear in the game.

Results

The microsite and campaign launched in November 2011, and by the end of January 2012 more than 35 000 people played the game.