Lynx Promo, Case study AXE EXCITE APPLE I-AD by BBH London

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AXE EXCITE APPLE I-AD

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Industry Deodorants
Media Promo & PR, Case study
Market United Kingdom
Agency BBH London
Creative Director Dominic Goldman
Art Director Dean Woodhouse Bbh
Designer Chris Banksi, Eric Chia
Producer Katie Farmer
Released February 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: LYNX
Product/Service: LYNX EXCITE DEODORANT
Agency: BBH
Date of First Appearance: Dec 22 2010
Entrant Company: BBH, London, UNITED KINGDOM
Entry URL: http://grazeourfield.com/axe/excite/
Creative Director: Dominic Goldman (BBH Advertising)
Art Director: Dean Woodhouse (BBH Advertising)
Copy Writer: Hugo Bierschenk (BBH Advertising)
Account Director: Keir Mather (BBH Advertising)
Account Manager: Jennifer Omran (BBH Advertising)
Lead Strategist: Tim Jones (BBH Advertising)
Producer: Katie Farmer (BBH Advertising)
Project Manager: Lydia Robinson (Apple)
Designer: Eric Chia (Addictive Pixel)
Designer: Chris Banksi (Addictive Pixel)
Media placement: Mobile Application - Application For Iphone - 22nd December 2010

Insights, Strategy & the Idea
The iAd was created for Apple’s mobile advertising network. BBH felt the iAd platform was perfectly placed to match the unilever’s overreaching strategy, finding innovative ways to engage with its core audience. Our vision of the Lynx iAd was that it should be a truly immersive experience.

Creative Execution
Users were invited to watch the upcoming TV ad, download wallpapers of the Lynx Angels and purchase the Sexy Boy soundtrack from iTunes. Users were also given the opportunity to interact with an Angel by tapping the screen to break her halo, swiping to spin her 360 and shaking to ruffle her feathers.
The iAd forms part of an £8m media spend for Lynx Excite, which also includes TV, print, digital, gaming, out-of-home and PR.

Results and Effectiveness
Results of the campaign have been impressive. Reach was calculated at 4.9m impressions with over 66,000 users interacting with the ad (1.35% tapping through). Dwell time one month post-launch was an average of 1:40 seconds. Average page views per visit was 5.26.

French and German versions of the iAd were also created. In France, 1.3m impressions were served with over 12,000 users interacting with the ad (0.95% tapping through), and in Germany over 362,000 impressions were served with over 2,800 users interacting with the ad (0.78% tapping through).