Axe Wake-up Service - BBH Singapore

The Account Planning Group is publishing full versions of shortlisted award entries. BBH Singapore tells us more about the strategy behind the Axe wake-up service, a way to engage with Japanese consumers and make Axe part of their daily routine:

We created the Axe Wake-Up Service: a morning wake-up call from a sexy Axe Angel.

The centrepiece of this campaign was a leading edge mobile alarm application which gave guys a 3-week branded alarm experience. All communications in this campaign intended to establish the concept of a sexy wake-up service from Axe and drive guys to sign up and experience it on their mobile phone.

Axe Wake-up Service