Ogilvy Greece turned an Athens bus stop into a giant claw machine for AXE Cherry Fizz, engaging Gen Z with playful sampling and sweet rewards.
Interactive Bus Stop Becomes Sweet Playground
For the launch of AXE Cherry Fizz, Ogilvy Greece transformed a typical Athens bus stop into something no one expected: a life-size claw machine. Branded with the line “Grab The Sweet!,” the space invited commuters and curious passersby to scan a QR code and try their luck at grabbing the new scent hidden among juicy cherry visuals.
Winners instantly received tester strips from a built-in dispenser. What started as an ordinary stop quickly became a highlight of the city — an immersive brand experience people went out of their way to visit.
Sampling Meets Entertainment: The Gen Z Formula
In today’s world, where Gen Z expects more than just a product, Ogilvy nailed the formula: digital interaction, gamification, and instant reward. Instead of a passive billboard, AXE delivered a moment of fun. Even those not waiting for a bus stopped to engage — and share the experience on social media.
This wasn’t just an ad. It was a brand experience in public space, tailored for a younger audience that values surprise and connection over traditional messaging.
When Sampling and OOH Work Together
This campaign shows what happens when out-of-home (OOH) media is blended with product sampling in a creative format. By leveraging physical space, playful design, and direct product interaction, AXE built real-time awareness and trial — two key goals in fragrance marketing.
For brands looking to stand out, interactive OOH like this offers a compelling advantage. It not only captures attention but creates emotional engagement, turning a location into a destination.
