"Click", the new male fragrance from Axe, launched in 2006.



One key objective of the product launch 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.



At the core of this marketing campaign was a strong pull to action - it was all about obtaining "The Clicker".



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'.



In order to encourage competition among the lads, each week top 'clickers' for each country have their name displayed on the weekly leader board. The top clicker of the week wins a prize and is also recognised in the hall of fame.



Ready, set, click.