AXN's Campaign Tells You to "Relax. If You Can"
Shelby Lee Walsh — October 2, 2009 — Marketing
References: ibelieveinadv & womansday
AXN is an international pay-television, cable and satellite television channel that makes a big statement with their latest campaign. The Sony Pictures Entertainment-owned company puts the slogan, “Relax. If You Can†atop their cactus and coal chairs.
Apparently, “AXN refills your adrenaline, with the strongest action movies and powerful programs. You won't sleep for sure.†What a suiting and powerful use of imagery for AXN's campaign!
Implications - Everyday items have a relatively consistent reputation amongst consumers. Businesses that portray alternative purposes of such items or opposite experiences accompanying them will capture the attention of consumers who recognize it as different. Companies that are willing to push the limits surrounding convention and tradition will generate much more memorable reactions than companies that maintain customary roles for such items.
Apparently, “AXN refills your adrenaline, with the strongest action movies and powerful programs. You won't sleep for sure.†What a suiting and powerful use of imagery for AXN's campaign!
Implications - Everyday items have a relatively consistent reputation amongst consumers. Businesses that portray alternative purposes of such items or opposite experiences accompanying them will capture the attention of consumers who recognize it as different. Companies that are willing to push the limits surrounding convention and tradition will generate much more memorable reactions than companies that maintain customary roles for such items.
Trend Themes
1. Alternative Purpose Furniture - Opportunity for businesses to showcase unconventional uses of everyday furniture items.
2. Opposite Experience Marketing - Opportunity for companies to create campaigns that highlight unexpected experiences associated with products.
3. Pushing Convention Boundaries - Opportunity for businesses to challenge traditional roles and generate memorable reactions from consumers.
Industry Implications
1. Advertising - Opportunity for advertising agencies to develop creative campaigns that redefine consumers' perceptions of everyday items.
2. Furniture - Opportunity for furniture companies to design and market furniture with alternative functions and experiences.
3. Entertainment - Opportunity for entertainment companies to create immersive experiences that go against the norms to captivate consumers' attention.
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