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.