Description
For the launch of AXE Cherry Fizz, Ogilvy Greece redefined what creative media and sampling can look like.
One of the busiest bus stops in Athens was transformed into an interactive claw machine. The otherwise dull wait for the bus became a game, inviting people to “Grab The Sweet!”
By scanning a QR code, passersby could try their luck at grabbing the new AXE scent among juicy cherries. Lucky winners instantly received tester strips of the new fragrance from a dispenser built into the bus stop.
The activation quickly became a city sensation, with people visiting the stop just to take part. At a time when it’s increasingly difficult to capture Gen Z’s attention, Ogilvy succeeded in engaging them through play — all for a chance to try the sweet new AXE.
This professional campaign titled 'Grab The Sweet!' was published in Greece in July, 2025. It was created for the brand: AXE, by ad agency: Ogilvy Greece. This Experiential, Integrated, and OOH Outdoor media campaign is related to the Beauty industry and contains 1 media asset. It was submitted 5 months ago.
