_Brief:
Axe asked The Viral Factory USA, under Creative Director HCowling, to beef up the online presence of their Axe Essence Shower Gel brand.

Solution: Essence Beach Showercam
Framed in deliberately badly designed flash website, the campaign purported to be a live video feed, streaming from the public shower at Essence Beach. Users were told they could remotely control the water temperature. However things would soon turn steamy, as the joke revealed, along with the Axe branding.

Results:
The website received blog coverage on more than 100 sites, resulting in over 330,000 visits in the first 3 weeks of the campaign. The reception within the online community was very positive, resulting in good word of mouth for the brand.

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