AXE Shocks Cineasts with Erotic Director's Cut
DSG sets the Online-Route for the Interactive Road Movie
The seeding network of Dialog Solutions GmbH (DSG) is providing the breeding
ground for the trailer clip of the interactive campaign "Shock –
the longest night of your life". The virally active trailer ambitiously
sets the scene for the new AXE roadmovie, leading the user to its landing page.
The multiple episode movie supporting the launch of the new AXE Shock shower
gel and aerosol got credit from high profile German actors such as Jürgen
Vogel and director Detlev Buck.
According to the goals set by the client Mindshare of Frankfurt, DSG chose a
careful blend of websites in which to integrate the campaign. Reaching out for
a young, mostly male and audio-visually-oriented audience, each seeding site
blends the campaign's story with its own editorial content to create the maximum
amount of awareness. This kind of seeding not only raises awareness for the
unusual "Shock" tale – it ultimately anchors the benefits of
the brand "Axe Shock" in consumers' minds. The story builds an intricate
web of tracks that make up a four-week-campaign leading to each others' resolutions
– and more:
In a Hollywood-esque manner, the trailer clip chases the consumer through a
puzzle of erotic and action-filled visual stimuli. The protagonist encounters
a whirlpool of sexually charged beauties, dark US Highways and wild chase scenes.
The mix is enriched with the German voice of actor Bruce Willis as a narrator,
who tells a general outline of the episodical's story that is waiting on the
landing page http://www.axe.de/letthegamecontinue.
After watching each episode of the ensuing series, the viewer can decide if he wants more stimulation or not. For added atmosphere, since even the first episode ends with a stunning cliffhanger, very few users will be able to resist the lure of watching each episode. But let's take a look at what viewers can expect:
In the opener, a likeable hero stands by the edge of a US Highway. Obviously the sun is setting on one of the longest and most tiresome days of his life – part of which is evidenced by his car burning quietly behind him. Cut. Hours later, as the darkness is already setting in, a mysteriously lit ice cream truck stops next to him. The odd interior of the vehicle is piquing the protagonist's curiosity – but not quite as much as the provocative smile of the dark beauty behind the steering wheel. After an unforgettable experience with her, the driver-cum-hitch hiker wakes up by an abandoned gas station. Sweaty and covered in ice cream he has to escape an aggressive dog to find himself in a decrepit bathroom. Through broken windows he spots two blondes in an intimate embrace by one of the gas pumps, living it up on the hood of their car. At the same time, he spots the new Axe Shock shower gel by the sink. At this point, like at the first break, showing viewers the option to "let the game continue..."
Each following episode of the BBH-created series goes on to explore legendary cineastic leitmotifs, from the unsettling aesthetics of David Lynch, via Tarantino's "women as amazons" to a hat tip towards cult classic „The Electric Horseman“.
For this ambitious online cinema experience Axe bundled all its media resources and bet exclusively on viral advertising to promote the new product "Axe Shock". DSG's adaptation campaign includes strategic seeding and intends to stimulate an epidemic of personal recommendations fort the unique clip series.
Hamburg, 26 July 2007
›› please download the clip here...
