Unilever	Axe, the global male fragrance brand, known as Lynx in the UK, took the Axe Effect to new levels in 2006 with the launch of a new fragrance "Click". Their key objective was to get young guys around the world - accustomed to "pulling", "flirting" and "scoring" - to start engaging with the brand by "Clicking"; a revolutionary way of helping them get the edge in the mating game. To the uninitiated, "The Clicker" looked like the device that club doormen use to count in the punters on a Saturday night. But for Axe, it was to be re-branded, re-purposed and distributed to lads across the world to help them do what they love doing the most - getting with girls, and keeping score of their tally. It was an ice-breaker, a conversation piece and a personal scorecard all in one. Launch. Announce and support the new Axe variant for 2006 Axe "Click" in a pan-global campaign. Brand. Engage target audience (younger guys) with brand Promote. Create a social phenomenon Redemption/Fulfilment. Get millions of eager lads desperate to get their hands on an Axe Clicker, and then use website to help them do that. Our core audience insights drove the strategy around the need for a virtual world where young guys could gather to understand further what clicking is and to provide the opportunity to practise it and order a real clicker to allow them to venture into the real world with confidence. The site provides just that; a proving ground where lads can compete anonymously; practising their clicking with real Axe girls through a rich video and audio. www.clickmore.com is the anchor for all phases of the campaign and appears on-pack and ATL. The campaign is divided into two phases: Campaign phase 1 This was the launch of a small teaser site housed at the URL www.clickmore.com. Its aim was to generate excitement around the campaign and encourage distribution of the Axe clickers. Campaign phase 2 This is the launch of the full clickmore.com website with interactive game and SMS redemption on clickers for cost recovery (UK and France only). clickmore.com is a rich media website seen by all EMEA markets. It includes the interactive game, fun content around the topic of clicking (including downloads), the TV ad, and areas where local markets can promote their own events. It also provides a form where guys can claim their free 'clicker'. Codes were required to submit the claim and were obtained by sending an SMS to a shortcode at £1.50 per message. In order to encourage competition among the lads, each week top 'clickers' for each country have their name displayed on the weekly leaderboard. The top clicker of the week wins a prize and is also recognised in the hall of fame. 2.3m Clickers ordered across Europe 350,000 ordered by text message in UK Clickers selling on Ebay for £20+ 2m visitors to Clickmore.com 1.6m downloads of Viral Phenomenon spread globally with India, Thailand, The Philippines and Puerto Rico using clickmore.com as part of their central campaign.