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Lynx: Get In There
| See full size 1278x906 px | |
| Released: | June 2008 |
| Avertiser: | UNILEVER |
| Brand name: | LYNX DEODORANT |
| Agency: | BBH London |
| Country: | United Kingdom |
| Category: |
Toiletries & pharmaceuticals
|
| Awards: |
Cannes Lions 2008 Media Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Internet/New Media, Including Mobile Phones, PDAs, Etc.
Title: GET IN THERE
Advertiser/Client: UNILEVER
Product/Service: LYNX FX FRAGRANCE
Entrant Company, City: BBH, London
Country: UNITED KINGDOM
Media/Advertising Agency, City: BBH, London
Country: UNITED KINGDOM
Category: Best Use of Internet/New Media, Including Mobile Phones, PDAs, Etc.
Title: GET IN THERE
Advertiser/Client: UNILEVER
Product/Service: LYNX FX FRAGRANCE
Entrant Company, City: BBH, London
Country: UNITED KINGDOM
Media/Advertising Agency, City: BBH, London
Country: UNITED KINGDOM
Credit Details:
| Name | Position | Company |
| Rosie Arnold | Creative Director | BBH |
| Hugo Bierschenk | Art Director/Copywriter | BBH |
| Dean Woodhouse | Copywriter/Art Director | BBH |
| Andy Clough | Art Director/Copywriter | BBH |
| Richard McGrann | Copywriter/Art Director | BBH |
| Peter Sells | Creative/Head Of Mobile Development | BBH |
| Jason Gonsalves | Engagement Planning Director | BBH |
| Rick Hirst | Business Director | BBH |
| Jonathan Bottomley | Planning Director | BBH |
| Jerome Courtail | Engagement Planner | BBH |
| Richard Lawson | Account Director | BBH |
| Kristin Goto | Account Director | BBH |
| Philip Dabrowski | Mobile Production Executive | BBH |
| Gudrun Kendall | Digital Producer | BBH |
| Golden Gekko | Mobile Production Company | |
| Mindshare Interaction | Media Planner |
Innovative Media Strategy:
50% of people online in Europe have asked someone on a date using email, 20% of guys between 16-24 met their girlfriend online. Guys are spending more and more time playing the seduction game online. This posed a threat to the brand promise. We needed to encourage guys to get back out there chasing girls in the real world, by equipping them with the right knowledge and tools. Using the mobile phone is the best way to do this. Guys have it on them all the time and it's with them when they're out chasing girls.
Creative Execution:
Our challenge was to encourage boys who flirt online to get out there talking to real girls, where the Lynx product can play a role. A series of 6 mobile applications were created, the first 2 are sonic tools aimed at a girl's laughter spot: Lynx FX - a smorgasbord of witty sound effects to your night out. Fit Girl Finder - sat-nav for your love life. A honey radar & heart beat monitor rolled into one.
Target Audience:
16 to 24 year old bedroom-bound boys.
Effectiveness:
The Lynx Get In There UK campaign officially launched in February of 2007. There have been an impressive 40,000+ downloads of the mobile content from lynxeffect.com and through viral spread.