(BANGKOK – December 2006) The AXE Clickspray.com campaign developed by New Media was a finalist in the 2006 B.A.D. Awards.
Upon the launch of their new product, AXE Click, AXE aimed to build awareness among the target audience of male teenagers by demonstrating AXE’s woman-alluring effect through the online medium. New Media proposed an Interactive Video Game as the most effective means to communicate to the young crowd.
The game story was based on AXE’s TV popular commercials to maintain relevance between the offline and online media. Spraying AXE Click before meeting girls was the gimmick used to demonstrate the effect of the product. The video was played on www.clickspray.com with the highlight on the final stage; when the player entered this stage, he would play with VJ Woonsen, one of the perceived most beautiful women in Thailand.
Clickspray.com was a massive success with more than 250,000 visitors playing the game more than one million times in three months. Players spent an average of 25 minutes per game resulting in deep and extended brand interaction for AXE.
Clickspray.com was born from the strong initiative of New Media to always create innovative concepts for the digital advertising industry. “We continually aim to push the envelope to develop creative and engaging brand experiences for our clients. The AXE campaign gave us a great opportunity to do something unique for the Thai market.” said Varut Luengwattanakit, Account Manager for New Media.