In 2012, AXE released Anarchy "_ the brand‚s first male/female paired fragrance. We knew that as soon as both genders had the AXE effect, chaos was inevitable. The only challenge was bringing this anarchy to life online for a demographic that‚s increasingly hard to engage. Our solution was to do more than just involve consumers "_ we decided to create the campaign with them. To do this, we embraced a genre that has fueled fantasies for decades and then reinvented it for a generation raised on the real-time web. Anarchy: The Graphic Novel was written by "_ and starring "_ its readers.

Launch the campaign
Published
September 2012
Topics

The Story

In 2012, AXE released Anarchy "_ the brand‚s first male/female paired fragrance. We knew that as soon as both genders had the AXE effect, chaos was inevitable. The only challenge was bringing this anarchy to life online for a demographic that‚s increasingly hard to engage. Our solution was to do more than just involve consumers "_ we decided to create the campaign with them. To do this, we embraced a genre that has fueled fantasies for decades and then reinvented it for a generation raised on the real-time web. Anarchy: The Graphic Novel was written by "_ and starring "_ its readers.

Serialized over four months, Anarchy: The Graphic Novel was shaped by the suggestions and votes of consumers. The best ideas were immediately incorporated into the storyline, with a new page created every two days. The content was created by the team at cutting-edge Aspen Comics and written by Scott Lobdell, of X-Men and Iron Man fame. The campaign came to life on the brand's YouTube channel, with content also syndicated to a custom tablet site and rich media banners. Over 50 fans were rewarded for their participation by being illustrated into the novel.

The Technology

The Results

Millions of fans read the graphic novel and thousands made suggestions and voted. This was AXE's biggest US digital campaign ever, with the trailer video alone getting over three million organic views.

8

Chapters

3

million organic views

1

Helicopter rescue

Launch Date 2 January 2012