Wake Up And Use My Product

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OK, I have to say that the promotion Axe body spray has developed for use in Japan is one of the most brilliant ideas I’ve read about in a long time. A perfect match of audience and appeal. A perfect blend of timing and technology.

What am I talking about? It’s Axe’s Wake-Up Call service, of course. Where young Japanese males (old too I guess) visit the Axe website, enter their cell number and get a daily wake-up call from a young, attractive woman who reminds the customer to remember to spray on some Axe and smell great.

I know this isn’t Japan, but this idea is just so good it would probably work anywhere. It just demonstrates again for the hundredth time how important it is to know your customer.

According to an article on the website of Direct Marketing News, Unilever discovered that 70% of Japanese consumers use their mobile phones as alarm clocks too. So they capitalized on their audience’s existing behavior and linked that with a way to help them do something they were already doing more enjoyably.

Plus, it is just a great way to dramatically boost product usage. What could be better than getting permission every day to call and remind the customer about your brand and tell them to use your product at a time and in a way that almost guarantees the reminder will be effective.

This is the perfect example of making the customer the focus of the brand and the brand communication. If you don’t engage the customer by appealing to his desire to do something better, your communications are just so much background noise.

To read the rest of the article at dmnews.com.

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