Greystripe reveals stats for AXE iPhone ads

Greystripe has revealed some of the numbers from one of its recent iPhone advertising campaigns - a Flash game for shower gel-maker AXE that was embedded in Greystripe's network of iPhone games.

The campaign used Greystripe's GS.Tailgate ad format to embed the mini-game, which was called Dirty Night Determinator.

It got players to calculate how dirty their night out would be, while also linking to the YouTube video of AXE's TV ad for its Detailer brand.

Greystripe is citing research from comScore claiming that consumer intent to purchase the AXE Detailer Shower Tool* rose 15 per cent from 59 per cent in a control group of consumers to 74 per cent in the group exposed to the ad.

Meanwhile, 56 per cent of the people who interacted with the ad intended to purchase a Detailer, as opposed to 35 per cent of those who were exposed to the ad but did not interact with it.

But in short, 62 per cent of men who interacted with the ad indicated an intention to buy the Detailer.

Meanwhile, Greystripe says that Xbox and Dunlop Sports have signed on to use its GS.Impact Flash ad format on iPhone, representing two more big-name clients for the company's technology.

*Wondering what a Detailer is? It's "designed to meet every man's personal cleansing needs" and "improves your liquid cleansing experience". In other words, a posh sponge for your penis.