Adsarchive » DM » Lynx » LYNX LOUNGE


Pin to Collection
Add a note
Industry Deodorants
Media Direct marketing
Market United Kingdom
Agency TMW
Executive Creative Director Daren Kay, Gareth James
Digital Creative Director Graeme Noble
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: ANTI PERSPIRANT
Date of First Appearance: Dec 1 2009 12:00AM
Entry URL:
Digital Creative Director: Graeme Noble (TMW)
Executive Creative Director: Gareth James (TMW)
Senior Writer: Dave Washer (TMW)
Executive Creative Director: Daren Kay (TMW)
Senior Art Director: Paul Mulraney (TMW)
Account Director: Suzie Clarke (TMW)
Senior Developer: Natalia Ufueva (TMW)
Flash Developer: Tavis Booth (TMW)
Social Media Planner: Martin Harrison (TMW)
Senior Writer: Jake Cooper (TMW)
Media placement: Editorial - Facebook - November 2009
Media placement: Videos - Youtube/facebook - December 2009
Media placement: Videos - Wedsite + Social Media - December 2009

Describe the brief/objective of the direct campaign.
Branded social media spaces were used to engage our consumers (15 - 25 year-old up for it lads) in an on-going dialogue dating game, and then entice our most engaged consumers from these social media to the 'Lynx Lounge After Hours' section of the Lynx website, where they will be rewarded with content they can use to get success in the dating game. The After Hours section in the Lounge is a place where they could see what actual Lynx girls got up to ‘After Hours’ (i.e. when they weren’t modelling/promoting the Lynx brand).

Explain why the creative execution was relevant to the product or service.
Conversations kick-started by Lynx about the dating game enabled older teenagers to offer advice (from their experiences) on the mating game to younger men in the audience. Men joined the Facebook page in droves. (over 75,000 at last count) As well as providing some seriously nice eye candy, the After Hours site reinforced the brand strategy of ‘wit and tit’ by wrapping the admittedly gratuitous nudity within a humorous context. Opportunity to vote for their fave babe and suggest things to do to allow the audience to feel in control of the dating situation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Stage One: Conversations were initiated via the Lynx Facebook fan page about the dating game - eg “Where’s the oddest place you’ve pulled?” On Facebook/YouTube, the audience were introduced to 8 casting videos for the Lynx babes who would appear After Hours in the Lounge and invited to vote for their favourite. Stage Two: The After Hours goes live - 8 short films starring our Lynx lovelies. Stage Three: The winning girl is announced and audience asked to suggest things for her to do. We film her doing the funniest suggestions and put it on the website the following week.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
75,000 Facebook fans 1,000s of conversations and comments initiated about the mating game. 65,000 votes on the site and on facebook. 50,000 plus views on YouTube (Lynx Mynx rolling around in paint gets over 17,000 alone!) Facebook ads - 0.16% CTR compared the Facebook average of 0.10%