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斧头 Mmmousepad
案例简介：描述/概要 斧头 mmousepad 使用裙子在流行的男性幻想中发挥作用。 上下文 斧头全球战略是 play有趣的公众幻想。为了让它在阿联酋活跃起来，避免离线审查，我们创建了一个网站 AxeFantasy.com。现在推出一个对热血年轻人如此诱人的网站，只是一个网络横幅运动似乎做得不够公正。我们不得不关注他们被俘虏的一个地方: 网吧。 哲学/解决方案 任务是向精通互联网的阿联酋男性青年推出自己设计的网站 AxeFantasy.com。解决方案是使用一种媒体，在一个像网吧这样的环境中，一个年轻男性可以立即感受到幻想，在那里他可以接受信息。一旦他玩弄了斧头，他就忍不住去 AxeFantasy.com 探索更多的幻想。 结果 一旦目标把手伸进裙子去寻找老鼠，就没有回头路了。他不能像他周围的其他人一样，在网上冲浪时擦掉脸上的笑容。可以理解的是，许多 Mmmousepads 显然消失了，但是在长达一个月的发布活动中，AxeFantasy.com 获得了 3000 多个独特的访问者和 115,000 的页面浏览量。这是斧头效应的力量。
斧头 Mmmousepad
案例简介：Description / Synopsis The Axe Mmmousepad uses a skirt to play up on a popular male fantasy. Context The Axe global strategy is Playful Public Fantasies. To bring it alive in the UAE and avoid censorship offline, we created a website, AxeFantasy.com. Now to launch a site this seductive to hot-blooded young guys, just a web banner campaign didnt seem to do it enough justice. We had to focus on the one place where they were a captive audience: Internet cafés. Philosophy/Solution The task was to launch the indigenously-designed website, AxeFantasy.com, to Internet-savvy male youth in the UAE. The solution was to use a medium which cued fantasy instantly to a young male in an environment like an Internet café where he was receptive to the message. Once he played around with the Axe Mmmousepad, he couldnt help but visit AxeFantasy.com to explore some more fantasies. Results Once the target put his hand into the skirt to look for the mouse, there was no turning back. He couldnt wipe the grin off his face while surfing the web, just like the other guys around him. Understandably, many Mmmousepads disappeared, but AxeFantasy.com got 3000 plus unique visitors and 115,000 page views during the month-long launch campaign. Thats the power of the Axe Effect.
Axe Mmmousepad
案例简介：描述/概要 斧头 mmousepad 使用裙子在流行的男性幻想中发挥作用。 上下文 斧头全球战略是 play有趣的公众幻想。为了让它在阿联酋活跃起来，避免离线审查，我们创建了一个网站 AxeFantasy.com。现在推出一个对热血年轻人如此诱人的网站，只是一个网络横幅运动似乎做得不够公正。我们不得不关注他们被俘虏的一个地方: 网吧。 哲学/解决方案 任务是向精通互联网的阿联酋男性青年推出自己设计的网站 AxeFantasy.com。解决方案是使用一种媒体，在一个像网吧这样的环境中，一个年轻男性可以立即感受到幻想，在那里他可以接受信息。一旦他玩弄了斧头，他就忍不住去 AxeFantasy.com 探索更多的幻想。 结果 一旦目标把手伸进裙子去寻找老鼠，就没有回头路了。他不能像他周围的其他人一样，在网上冲浪时擦掉脸上的笑容。可以理解的是，许多 Mmmousepads 显然消失了，但是在长达一个月的发布活动中，AxeFantasy.com 获得了 3000 多个独特的访问者和 115,000 的页面浏览量。这是斧头效应的力量。
Axe Mmmousepad
案例简介：Description / Synopsis The Axe Mmmousepad uses a skirt to play up on a popular male fantasy. Context The Axe global strategy is Playful Public Fantasies. To bring it alive in the UAE and avoid censorship offline, we created a website, AxeFantasy.com. Now to launch a site this seductive to hot-blooded young guys, just a web banner campaign didnt seem to do it enough justice. We had to focus on the one place where they were a captive audience: Internet cafés. Philosophy/Solution The task was to launch the indigenously-designed website, AxeFantasy.com, to Internet-savvy male youth in the UAE. The solution was to use a medium which cued fantasy instantly to a young male in an environment like an Internet café where he was receptive to the message. Once he played around with the Axe Mmmousepad, he couldnt help but visit AxeFantasy.com to explore some more fantasies. Results Once the target put his hand into the skirt to look for the mouse, there was no turning back. He couldnt wipe the grin off his face while surfing the web, just like the other guys around him. Understandably, many Mmmousepads disappeared, but AxeFantasy.com got 3000 plus unique visitors and 115,000 page views during the month-long launch campaign. Thats the power of the Axe Effect.
斧头 Mmmousepad
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Axe Mmmousepad
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