Axe turned a bus stop into an arcade game
By James Herring on Sunday, July 20, 2025
In a fresh take on sampling, AXE and Ogilvy Greece just made waiting for the bus in Athens more fun and a lot more fragrant.
To launch the new Cherry Fizz body spray, the brand turned one of the city’s busiest bus stops into a life-sized claw machine.
Commuters could scan a QR code and play for a chance to “Grab The Sweet” – snagging tester strips of the new scent via a built-in dispenser, surrounded by a pool of cartoonishly juicy cherries.
The activation delivers what Gen Z actually wants from advertising: less ad, more entertainment.
