2007 promises to be the year when Axe in Brazil will honour its worldwide celebrated viral heritage regarding online strategies. CUBO.CC is their new Brazilian digital agency, and began the work with a viral cross-platform strategy to debut the new Axe online positioning in Brazil, with a video hosted on the Internet.
The main idea was to lead young men into sites like YouTube to watch a video where a hot blond model stripteases in front of a web cam. As soon as the video begins, she tells her telephone number. If the person calls the given number, in a simulated conversation – it's an answering machine faking a conversation –, she tells the user that sexy pictures of her are available at Axe.com.br.
To help build the buzz, CUBO.CC created a fake model management agency site, called 293 models (293: Axe in alphanumeric).