Trends and Opportunities in Mobile and Internet Space in China and Rest of the World
Wednesday, October 7, 2009
Axe Day & Night - Well executed SMS campaign
It is pretty simple and absolutely brilliant execution : To launch a new deodorant in Uruguay, the Lowe Ginkgo agency in Montevideo created an incomplete ad. The ad showed a semi naked girl in a sexy position with half the picture concealed.
To reveal the blank spaces, users are requested to input "AXE" to a specific shortcode after 9pm.