Axe Uruguay go creative for their new campaign in Montevideo

Axe, also called Lynx in various countries have always been pretty creative in their communication strategy. The message has been the same for years, use Axe/Lynx and you will attract the most stunning girls… the message is simple, can easily be duplicated into so many various creative ways and nothing better than using half naked stunning girls to attract attention from males !

In Montevideo, Uruguay, Axe have shown once more a great creativity… not really using a new message, but by bringing it to a new form of interacting with their target audience.

The agency, Lowe Ginkgo from Montevideo have launched a new campaign for their client with a double approach:
First, a mobile marketing campaign based on a half-naked stunning blonde incomplete print ad with the most “naughty parts” missing… and with a message: “to complete this ad send Axe to 2345 after 9pm”
Then, Axe send you back the complete ad as shown in the photo below.

The strategy also involved a street panel campaign. A photo of a half-naked stunning girl (again) is show in various street panels and other bus stops, but only the top half is visible during the day. At night the bottom half of the panel alights and reveals the complete ad… see below.

If you would like more stories from Axe/Lynx ads, follow their official blog.