A suggestive campaign in Japan for men’s deodorant brand Axe tested the expression ‘sex sells’ to the max with its Wake Up Call service.
A website invited people to register for a free wake up call on their mobile phone every morning.
Anyone taking part had to visit the microsite and register for the service by entering their mobile phone number, before receiving a verification code and then calling a set number to confirm the registration.
As the user makes the call, in front of their computer screen, a video plays of a woman answering the call and speaking in synch with the pre-recorded message the user hears, implying the woman is really on the other end of the phone and so enhancing the personal element of the service. When the wake-up call is made, the girl making the call will seductively remind the user to remember to use Axe that morning.
With a range of models clad in skin-tight pink uniforms the flirtatious content had a n obvious appeal to the brand’s target audience.
Unilever discovered that up to 70% of Japanese men aged 15-24 use their phone as an alarm clock so the application was perfect for its target audience.
The more a person used the service, the friendlier the woman from Axe became, adding an extra incentive to remain committed to the promotion.
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