Axe, the deodorant brand by Unilever is targetting men through unconventional channels. It was committed to adapting its existing and successful online web asset, "Dirty Night Determinator," a Flash-based gaming unit, to run on the iPhone.

The "Dirty Night Determinator" promotes a shower product that's a sort of loofah for men.

When users click through to the tongue-in-cheek, game-based ad unit, they can use a drop-down menu to determine how "dirty" their night was, and based on that, the game will identify areas on the body that need scrubbing and provide tips on how to clean.

In December, it became the first advertiser to run a full-scale, Flash-simulating iPhone campaign, bringing its online ad to users of the Apple handset.

"Consistency in messaging is always a priority for any brand, and Axe is no different," said Shane Kent, brand manager, Axe Personal Wash.

Moreover, Kent said, "Axe ... likes to be the first to flirt with new technology." He said it's a sign that the brand is innovative, and it gives consumers "something unexpected, as opposed to a static ad that gets lost in the clutter."

The sales of Axe Detailer, a shower product, rose by 15 per cent. (from 74 per cent from 59 per cent), after consumers interacted with the game, according to a ComScore survey commissioned by Greystripe.

The survey also found that 56 per cent of respondents who interacted with the ad were more likely to purchase the product, vs. 35 per cent who were exposed but did not interact with it. Among those who interacted with the ad, 64 per cent said they felt more positive about the brand after the game experience, vs. 40 per cent who had no interaction with the ad.

Nearly 4,000 people took part in the effectiveness survey, with 943 falling into the control group, meaning they did not see the ad, and 2,447 in the group that did see the ad. Of the latter, 126 interacted with the game; the rest did not.

The campaign served a total of three million impressions, according to Greystripe.