Much has been written about the success of the Axe ‘Call Me’ campaign. The campaign, originally created by BBH Asia Pacific, ran in Indonesia prior to this. Here too, ‘research’ revealed that mobile phones play a huge part in the courting game.
Forget the cool, urban, English speaking males – it has even reached the likes of local cab drivers. I was in a cab the other day and I muttered loudly about the Axe ‘Call Me’ hoardings being in Kannda. When my co-passengers asked me what I said, the cab driver butted in helpfully – ‘that’s a phone number, Saar!’. What I liked about the idea, apart from it’s simplicity of ‘Call Me’ is that the team simply did not jump into the web bandwagon to reach the urban youth. The numbers are heavily stacked against the web (35 million-odd users vs. 330 million mobile subscribers) alright but going the mobile, print, TV, outdoor, mobile and IVRS route is expensive. If the numbers are to go by (3 million calls, 0.7 million wake up calls and 40,000 ringtone downloads), it has been worth it. When Reliance launched their mobile services, they featured celebrities like Mandira Bedi on TVCs urging consumers to call them. I am unaware of the results but what seems to have helped Axe is the multi-media effort anchored on mobile calls. Mobile marketing beyond mere SMS is likely to see more action in India. Axe has made the first call.