What happens when you mix Axe advertising, Big Brother, and a bunch of Dutch Angels?

Heaven on Earth, Apparently. It's a new online promotion by Axe in Netherlands and Belgium, which claims to show its "angels" living in a house, interacting in real-time on multiple webcams.

When I first checked in, one angel is doing a photoshoot while Lady Gaga plays:

Later, I saw two responding to fan texts:

The thing is giving me all kinds of prompts to sign up and log in, and interact, but despite the fact that they're angels it's not all that thrilling to be a voyeur in heaven.

Especially after the somewhat-NSFW promo video:



Link via Illegal Advertising.

UPDATE: My favourite Dutchman, Marc from Osocio, sent me this Google translation of  an Adformatie online article to explain how it works. I'll just clean it up a bit:

Axe Heaven on Earth is the first concrete result of a multi-year strategy that Unilever and Mindshare Media Republic has developed. Unilever Axe is a leader in digital communication.
 
According to senior brand manager Arjan Baars, the strategy "provides content that people can share and which enables them to interact." An important part of the strategy is also a cross-platform approach — our own brand sites are the starting points and we drop content on more platforms. "
 
Axe Heaven on Earth is a live 24 / 7 online format. In creatively elaborates upon the concept of the TV commercial (as "Angels Will Fall "from BBH London) for the new Excite scent. The commercial shows that even angels have fallen for the new fragrance.  For the next chapter, three of them have moved into "Heaven on Earth," a luxury villa where they lack nothing — except for the ideal man. 

Boys who feel they might be that "man" can sign up at the Axe website .

Seven webcams track the angels throughout the house, except in the bathroom. Initially, the vistor can only see two of these. But the more time they spend on the site, the more cameras they can "unlock". Whoever succeeds in mastering the "robo-cam" can unlock the secret feeds that  "come to places a man can only dream of dream. "


It is also possible to shorten unlocking times by sharing content on Facebook or Hyves. "That way we create social media value for Axe," says executive creative producer Arnold Rossum of Media Republic.

The activation campaign is an important role for social media. The angels are getting to know their fans through Twitter and Netlog.  It is also possible to make Skype calls to them and even send snailmail. (The most original mailed pieces are hung on the wall of fame in the house.)
 
Every day, one lucky guy is invited to visit Heaven on Earth. During the visit he participated in a "spicy" truth-or-dare game, which other viewers can watch live and influence.


Axe Heaven on Earth is an initiative of the Benelux Brand Activation Group (BAG), a collaboration with the Belgian agency Media Republic Ubiquity.

Not creepy at all, is it?