Axe Goes Guerrilla on Women's Running Event...

Are you looking for new, unqiue guerrilla marketing strategies?

Axe devised a creative guerrilla marketing campaign to capitalize on the largest European women's running event. The event, which took place in Aarhus, Denmark, featured 6,000 female participants competing against one another along a road course filled with thousands of ongoers.

After the race began, Axe turned the event into a publicity stunt byhaving a man in anAxe shirt jump over a fence 100 meters in front of the starting line. The man quickly sprayed himself downwith Axe cologne and began to lead the pack of female runners along the route, creatingan impressionfor the thousands of ongoers watching the race that thousands of women were chasing him after using Axe's product. A very creative campaign developed by Axe!

Check out a picture of the guerrilla campaign in action:

Source: Invisible Red - 12/9/2008