How AXE's 'Grab the Sweet!' Sparked Buzz Beyond the Billboard

17 Feb 2026 16:00Publicity 126

Venelize deLange from media update explores how AXE turned a bus stop into a playful experiential campaign, highlighting what brands can learn about engaging Gen Z through interactive OOH.

How AXE's 'Grab the Sweet!' Sparked Buzz Beyond the Billboard

For the launch of its Cherry Fizz fragrance, AXE's 'Grab the Sweet!' campaign transformed an unassuming bus stop in Athens into an interactive brand experience that didn't just promote a product, but invited people to play with it.

With social media taking the world by storm, out-of-home (OOH) media can struggle to compete with the constant scroll.

Yet, AXE and Ogilvy Greece injected delight into real life by turning a busy bus stop into a life-sized claw machine. Commuters and passersby could scan a QR code to play a virtual game, and those who "grabbed the sweet" in the digital game were instantly rewarded with tester strips of the new scent from a dispenser built into the bus shelter.

This campaign wasn't just a billboard, but an experience that met people where they already were — waiting for a bus with a few minutes to spare. By blending gamification, sensory engagement and real-time reward, the campaign made sampling feel less like an advertisement and more like fun.

That shift from passive exposure to active participation is where the campaign's real impact lies.

Turning a physical space into a meaningful, memorable moment of entertainment not only drew attention but encouraged word-of-mouth and social sharing, which is crucial in an oversaturated media space where experiences often matter more than impressions.

This campaign sits alongside AXE's broader marketing strategy, where humour and entertainment are key tools for connecting with Gen Z consumers.

According to AXE's global brand leadership, the brand has been intentionally shifting toward a social-first, humour-driven approach that values entertainment and levity as a way to build relevance and recall.

'Grab the Sweet!' campaign proves that thoughtfully executed experiential marketing can leave a lasting impression simply by inviting participation instead of demanding attention, especially when creative impact is matched with smart strategy and measurable insights.

Today, everyone is selling something and reaching the masses has never been easier. But earning their attention? That depends on how intelligently a campaign is conceived, executed and woven into the moments that matter.