Axe Day & Night – SMS Engagement

Axe (Lynx to you and me) have some really clever use of SMS engagement in their Day & Night campaign running at the moment.

The print ads are censored, with the strap-line: “One is suitable for general audiences. The other one is not.”

Readers can see see the censored parts of the advert by texting a number after 9pm, when they will then receive an MMS that fills in the print ad blanks.

Here’s an outdoor ad where the bottom half is revealed at night. No opt in on this one though, but it’s remarkable in a way that will make you remember it if you’re passing by at night.

I like what they’ve done here, and I generally dislike Lynx/Axe advertising, especially the SMS ad as it gives readers a something in return, although how good that is depends if you’ve never seen the lingerie section of an Oxendales catalogue.

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