I was surfing casually one day and one banner advertisement got my attention. “Boost Your ESP”, it said, with a silly man who looks like he is practicing yoga. Out of curiosity, I clicked on the banner (how many times people would click on banner advertisement?) and landed on this strange page:
in which it claims that it will boost your “extra sexual perception” simply by getting this book, for FREE. Later I found out that the book is actually a free sample of Axe Shower Gel in disguise (though, only available to U.S).
Now tell me if any male would resist on getting that book. Even though they ended up getting a shower gel sample, that is a pretty genius marketing tactic.
The golden rule of marketing: it’s not about what you want; it’s what they want. Instead of obsessing about their own product (shower gel), they focus on their target market (male). I’m sure this clever little relevation on sexual needs of every male will not only increase their banner’s CTR - click thru rate (even me, who developed a blindness for banner would click), their conversions (getting the visitors to provide their contacts for sample deliveries) should be enormously high too.
For more information about Axe/Lynx (a brand of unilever, their similar brand here in Malaysia is Rexona), there is a wikipedia entry about them, and an archive about their clever advertisement.
That summed up the first of the many viral marketing genius series. Oh, and in case you want to boost your extra sexual perception, visit here.. LOL.
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