Lynx Print LYNX ANARCHY - AMBIENT by Finch, Soap Creative

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LYNX ANARCHY - AMBIENT

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Industry Deodorants
Media Print, Magazine & Newspaper
Market Australia
Agency Finch
Agency Soap Creative
Director Alex Roberts
Creative Director Brad Eldridge, Anthony Wilde
Producer Camilla Dehnert
Released April 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: UNILEVER AUSTRALIA
Product/Service: LYNX
Agency: FINCH
Agency: SOAP CREATIVE
Executive Producer: Rob Galluzzo (Finch)
Executive Producer: Michael Hilliard (Finch)
Director Of Creative Technology: Emad Tahtouh (Finch)
Director: Alex Roberts (Finch)
Producer: Camilla Dehnert (Finch)
DOP/Cinematographer: Tim Tregonning (Freelance)
Post Executive Producer: Tim Dyroff (Resolution Design)
Post Producer: Kent Boswell (Resolution Design)
Flame Artist: Darren Coombes (Resolution Design)
Managing Director: Ross Raeburn (Soap Creative)
Creative Director: Brad Eldridge (Soap Creative)
Creative Director: Anthony Wilde (Soap Creative)
Account Director: Josh Hunt (Soap Creative)
Account Director: Brett Thompson (Soap Creative)
Agency Producer: Christine Sultana (Soap Creative)
Agency Producer: Cameron Brooks (Soap Creative)
Media placement: Live Event - Sydney, Australia - 27.04.2012

Describe the objective of the promotion.
To launch new LYNX Anarchy for HIM + HER, the brand needed young females to take notice of their first female fragrance. This meant launching a global campaign to 'Unleash the Anarchy' supported by local activations.

Describe how the promotion developed from concept to implementation.
We wanted to catch our target market where they meet up. We found a terrace house between a speakeasy, a laundromat that has been converted into a trendy bar, and one of those hipster joints with no front entrance and opened up the windows to put on a show. LED Televisions were modified to project glaring bright white light for the average passer-by. By connecting with LYNX and putting on sunglasses, scenes of guys and girls hooking up and total anarchy are revealed. We engaged key influencers and got females to look at the brand in a new way.

Explain why the method of promotion was most relevant to the product or service.
LYNX is now a brand targeted to young people, not just young men. We went into the right neighbourhood at the right time with something no-one had seen before and started a conversation. Combining the giveaway of sunglasses with the product meant that people who wouldn't have stopped heard the story. For LYNX it was the right blend of anarchy by bringing together HIM +HER.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In addition to the immediate response on the street, LYNX Anarchy has gained a huge presence on the web, and initial sales of the product indicate the campaign is already a success. Also, somebody got pregnant.