Monday, 28 September 2009

Excellent Axe Print to Mobile to Outdoor...Day and Night

I came across this campaign from Axe last night and being the Ad geek that I am I had to log it here.

The picture says a thousand words really but the idea is that when you see the print ad you are intrigued enough to want to complete the ad on the page.

The call to action is simple: "To complete this ad send AXE to 2345 after 9pm" upon which you are sent the remaining pieces of the puzzle...

There has been a bit of buzz around the fact that this Ad is not revealing enough and is almost an anticlimax of sorts possibly frustrating the audience?

To me, thats missing the point, here are a number of reasons I love this ad...(Im sure I am only scratching the surface here)

  • The print ad has now become somewhat accountable via mobile
  • The ad has opened the opportunity for data collection and re-targeting
  • The engaged user has invited the brand into the most personal digital space they have in their posession (I give kudos to any brand who can do this successfully)
  • The concept is 'on-brand' ie. the user can only engage at night (Day and Night campaign)
  • The campaign has the 'cool factor' in that its innovative and clever enough to create a buzz - something that has clearly happened online

I also found this shot of AXE's outdoor endeavours for the Day and Night Campaign...


Again, great stuff.

To me this is an inspirational campaign and has already given me ideas for my clients which I would develop from this. Big kudos to Lowe Ginko the agency responsible.

Update: Lowe Ginko site seems to be down at the time of posting

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