AXE & Ogilvy Gamify Perfume Sampling and Bus Waiting

Jul. 18, 2025

For the launch of AXE Cherry Fizz, Ogilvy Greece redefined what creative media and sampling can look like. One of the busiest bus stops in Athens was transformed into an interactive claw machine. The otherwise dull wait for the bus became a game, inviting people to By scanning a QR code, passersby could try their luck at grabbing the new AXE scent among juicy cherries. Lucky winners instantly received tester strips of the new fragrance from a dispenser built into the bus stop. The activation quickly became a city sensation with people visiting the stop just to take part. At a time when it’s increasingly difficult to capture Gen Z's attention, Ogilvy succeeded in engaging them through play — all for a chance to try the sweet new AXE.