One Million Pages of Inspiration A celebration of our imagination

Axe; Even angels will fall

11 May 2011 – Axe has taken a new step in brand activation with their ‘Even angels will fall’ campaign. Obviously the commercial has an inspiring emotional layer, yet the way they used this power to deepen the relationship with its customers is remarkable.

For example in The Netherlands Axe has introduced the additional ‘Heaven on earth’ project in which angels have literally fallen from heaven and gathered themselves in a beautiful mansion. By using all types of social media fans were able to access the villa online and through a keen use of gamification they could even win a real visit to the mansion!

In order for this campaign to work and be authentic, Axe had to loosen up control. This meant that the angels were free to say and do whatever they thought would fit their role and purpose. An approach which has only been possible because of Axe’s digital leadership role within Unilever.

Additionally in the UK Axe (Lynx) came up with an inspiring augmented reality gimmick at London Victoria Station. Make sure you check this out!

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