Axe and Rochelle chat up guys live via a billboard
Axe and the singer Rochelle (X-factor winner) partnered up to surprise and celebrate guys waiting on their tram in Amsterdam, as part of the #YouGotSomething campaign. Rochelle called out to guys who “had something” via a live feed on the digital billboard opposite the tram shelter and invited them to dance along to her song. The interaction was broadcast live onto the billboard. The campaign was both entertaining and made consumers feel special, boosting memorability, brand image and social media coverage.