MOSCOW, March 3, 2014 /PRNewswire/ --
AXE, a proven expert in flirting, has created a youth movement called LoveRevolution, which has reached incredible popularity in Russia and broken relationship stereotypes.
It is believed that 85% of people are too shy to make the first step, but AXE is always ready to help its fans, so it is addressing this problem to resolve it once and for all! AXE has declared a war on shyness and created the LoveRevolution youth movement, which brings a new style to relationships, one without borders or stereotypes. Two guys and girls became the leaders of LoveRevolution in Russia, while a team of aspiring actors took the role of event organizers and mentors and became leaders for hundreds of thousands of LoveRevolution's members.
At the start of the campaign, an explosive video was leaked onto the web: it was a manifesto, where the movement leader urged people to forget their old-fashioned routines - soon the whole country will be part of the LoveRevolution. LoveRevolution ambassadors took to the streets with their escapades, campaigning near universities, at central squares, "kidnapping" Inga Soboleva, MTV Russia anchor, demanding time on the air, and creating "protests" aimed at breaking prejudices. The team's goal was to hook-up unsuspecting singles in the most creative ways they could. Also, the team shared photos and videos as well as their statistics on people who met through LoveRevolution and were ready to discard their old lifestyle and join this new association.
LoveRevolution has reached incredible popularity in Russia: subscribers in Vkontakte now exceed 19,000, while followers have begun to appear in other cities (Penza, Vladimir, and Lipetsk). This epidemic has swept the internet; the video-manifesto of LoveRevolution was viewed by 850,000+ people on YouTube. LoveRevolution has inspired bloggers and celebrities to offer their support. The LoveRevolution wave has created a new culture where youngsters are engaged by creating and sharing content under the hashtag #LoveRevolution. In total, more than 5 million people have shared #LoveRevolution.
LoveRevolution also launched the AXEAnarchy* range of fragrances designed not only for HIM, but for the first time for HER, too. Dual alluring scents provoke the outrageous flavor of free love and let the power of passion reign.
LoveRevolution idea: R&I GROUP;
Digital-support: Grape agency;
Creative Concept: Hungry Boys.
SOURCE AXE Russia