CUBO.CC is Axe's new Brazilian digital agency, and they begain their work with a viral cross-platform strategy to debut the new Axe online positioning in Brazil.
Their main idea was to lead young men into sites like YouTube to watch a video where a hot blond model stripteases in front of a web cam. As soon as the video begins, she tells her telephone number. If the person calls the number, in a simulated conversation (it's an answering machine faking a conversation) she tells the user that sexy pictures of her are available at Axe.com.br.
To help build the buzz, CUBO.CC created a fake model management agency site, called 293 models (293: Axe in alphanumeric).
CUBO.CC also sent us this possibly NSFW link to video of how they announced their win of the Axe account to their co-workers.