When people talk about SMS advertising this is not what they have in mind, however AXE Day & Night campaign in Uruguay is absolutely fantastic. A print ad with a scantily clad woman in a magazine was incomplete. If you wanted to see the missing parts of the ad, you had to send a text message to a certain number, but only after 9pm. You would then receive a picture that allowed you to complete the ad Brilliant!
Agency: Lowe Gingko, Uruguay
Via: Brainstorm9
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