According to FiOS, Axe Body Wash will be the first to use FiOS’s new interactive platform to target young males who can control, well, the action.
Beginning in early March, FiOS TV subscribers in New York and Philadelphia can click an on-screen “bug” on the Interactive Guide to view a long-form ad for ”Axe Shock”.
It looks like Axe will continue with the sex-sells creative strategy (good looking guy with a hot and horny lady ice-cream-truck driver). View on YouTube
Trigger spots will run on MTV, Comedy Central and Spike TV.
An early test of the spot show the average viewer stayed locked in for six of the eight minutes.
