# AXE Relaxe Zone XR Experience

AXE, a Unilever brand, partnered with RealTeam to explore new, tech-driven ways to connect with its male audience and launch the new AXE Premium Shower Gel Collection. Our challenge was to drive awareness while creating an unforgettable brand experience, one that didn’t just tell people about the product, but let them feel it.

We developed a fully customized XR game from scratch, designed to immerse users in an interactive world inspired by the premium ingredients of the new collection. This next-gen experience allowed participants to engage with the brand in a playful, memorable way, blending storytelling with sensory exploration.

## AXE

## Gamified Brand Activation / XR Experience Retail Experiment Zone

In the second phase of the project, we brought the experience to life in the real world. We created the RELAXE ZONE (a pop-up experiment space set up) outside Watsons, a beauty retail store, designed to turn waiting into playing. Over the course of two days, the activation reached hundreds of thousands of people, generated over 1 million impressions online, hosted more than 200 gameplay experiences, and facilitated over 200 first-time product purchases, turning engagement into measurable impact.

This project exemplifies our commitment to leveraging innovative technologies to create impactful marketing solutions. By merging emerging technologies with product engagement, we effectively connected with our target audience and delivered a unique brand activation.

### See More

#### OMO AR Portal Experience

#### Unilever’s Sustainable Living Plan 10ᵗʰ Year Anniversary

#### Generative AI-Powered Solidarity Monument

#### OMO AR Portal Experience

On February 6, 2023, Türkiye endured one of the most devastating natural disasters in its history. Among those most affected were children, who not only lost their homes but also their sense of normalcy, play, and joy. Recognizing this critical need, OMO adapted its ‘Dirt for Good’ mission to focus on rebuilding hope for these children by creating safe and joyful spaces for play, made from recycled plastic.

#### Unilever’s Sustainable Living Plan 10ᵗʰ Year Anniversary

Unilever Türkiye wanted to communicate to all its stakeholders, employees, and customers the goals it set ten years ago under the Unilever Sustainable Living Plan, which encompasses three main categories announced in 2010, along with the progress the company has made toward these goals through the USLP 10th Anniversary Communication. In line with this strategy, we identified the channels we would use for communication and provided services such as animated videos, content design, interactive video production, and copywriting. We continued the 10th anniversary communications by designing content specific to each channel.

#### Generative AI-Powered Solidarity Monument

For young women in the regions affected by the devastating 2023 earthquakes in Türkiye, the emotional impact ran deep, not only the trauma of loss, but the fear of being forgotten. This powerful insight became the foundation for a mission to ensure their voices, resilience, and stories were not just remembered, but honored in a way that would inspire hope and solidarity across the nation.