LYNX ANGEL AMBUSH by Mindshare London for Lynx

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LYNX ANGEL AMBUSH

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Industry Hygiene & Personal Care Products
Media Ambient
Market United Kingdom
Agency Mindshare London
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Screens Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Screens
Advertiser: UNILEVER
Product/Service: LYNX
Agency: MINDSHARE London, UNITED KINGDOM
Advertiser UNILEVER
Product LYNX
Entrant MINDSHARE London, UNITED KINGDOM
Type of Entry: Use of Media
Category: Best Use of Screens
Title: LYNX ANGEL AMBUSH
Advertiser/Client: UNILEVER
Product/Service: LYNX
Entrant Company: MINDSHARE London, UNITED KINGDOM
DM/Advertising Agency: GRAND VISUAL London, UNITED KINGDOM
Media Agency: MINDSHARE London, UNITED KINGDOM
Account Director/Invention: Jeremy Way (Mindshare)
Account Manager/Invention: Becca Sawyer (Mindshare)
Account Director/Invention: Alice Brady (Mindshare)
Digital Director: Dan Dawson (Grand Visual)
Founder: Hughie Phillips (Mind's Eye Media)

Results

Lynx Excite is the most successful variant launch to date, overtaking Dark Temptation as the second highest-selling Lynx variant, never previously achieved by a launch. It jumped from 3% to 22% of Lynx sales over the campaign period, with total body spray sales growing 18%.
Angel Ambush achieved 1.17m views on the YouTube channel. It was the highest-rated and viewed video on the channel (double the second highest video!) and was shared over 30,000 times. The activity was recognised as an innovative use of media on over 249 posts including WIRED US and the BBC, delivering an estimated 240,000,000 OTS.

Creative Execution

Guys fell in love with the Lynx Angels through the TVC, but what they value most is interactivity and experiences, so we chose digital OOH screens as the channel to deliver this desire – but transformed them into a something truly mind-blowing using Augmented Reality. We cherry-picked two of the biggest digital screens in the UK and booked weekend takeovers to maximise impact. We then made a video of the action to bring the experience to our guys on personal digital screens; making the investment work as hard as possible.
We used proximity DOOH to drive awareness and O2 proximity messaging to increase the likelihood of engagement amongst our super-social guys, promoting the Angels’ presence in the station and encouraging participation, issuing a challenge “to see if the angels fall for you…”.


Lynx’s sales had recently been in free-fall, not because the mating game was any less relevant to guys, but because we’d lost our cool edge. The marketing challenge was to get new, young guys to buy Lynx by re-affirming core brand credentials: great fragrances and “brand cool”. We'd got a great new TV ad and a wider media plan for the whole launch, but we needed something else - something epic.
Our insights showed that our guys live in an experience economy, expecting brands to deliver rich interactivity - and what better experience could there be than bringing the Lynx Angels to life?