Lynx Promo, Case study BUS SHELTER by BBH London

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BUS SHELTER

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Industry Deodorants
Media Promo & PR, Case study
Market United Kingdom
Agency BBH London
Art Director Dominic Goldman
Producer Andy Maw
Photographer Will Morgan
Released February 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: LYNX
Product/Service: LYNX EXCITE DEODORANT
Agency: BBH
Date of First Appearance: Feb 23 2011
Entrant Company: BBH, London, UNITED KINGDOM
Creative Director: Dominic Goldman (BBH Advertising)
Copy Writer: Dean Woodhouse (BBH Advertising)
Copy Writer: Hugo Bierschenk (BBH Advertising)
Art Director: Dominic Goldman (BBH Advertising)
Photographer: Will Morgan (BBH Advertising)
Producer: Andy Maw (BBH Advertising)
Account Manager: Jennifer Omran (BBH Advertising)
Production: Duncan Clapman (Production Company)
Media placement: Bus Shelter Installation - Leytonstone, East London - 23 February 2011

Insights, Strategy & the Idea
Following the launch of the integrated Lynx Excite campaign, We created a one-day installation of a bespoke bus shelter, customised to reflect the Angels campaign.

The premise was simple: an Angel had fallen to earth and landed with a bump onto this bus shelter. The only traces of her arrival to earth are the dent in the top of the bus shelter, and a few tell-tale feathers scattered around it.

Our target audience is young guys, helping to give them the edge in the mating game. This bespoke bus shelter, installed for the day in an actual London bus station, proved to be an innovative idea designed to capture our guys' attention.

The high footfall of the area in East London was key to ensuring that our target audience were exposed to the installation. Post-event, the idea was seeded via social channels, including Facebook, Twitter, and dedicated site www.lynxeffect.com.

Creative Execution
The execution took form as a customised bus shelter. This was a standard, full sized bus shelter that we customised to look as if an Angel had literally fallen to earth with a bump and damaged it.

Key to the one-day installation's success was the fact that it looked authentic: other than the large and rather obvious dent on its roof and a few angelic looking feathers around it, it could easily have passed for an actual bus shelter. Its location in a busy, working bus station added to its authenticity, and, in fact, a number of people during the course of the day mistakenly actually used it as a real bus shelter.

Post-activity online helped spread the idea further, and added to existing conversation at the time of how London and the country as a whole was currently under siege by beautiful Angels enticed by the scent of Excite.

Results and Effectiveness
In addition to garnering a lot of positive attention on the day of the event, the bus shelter added a novel, engaging and interesting element to an already very integrated campaign.

The idea was not something you'd see every day, and through its successful execution it became a talking point in amongst the existing conversations online with our target audience discussing this additional element of angelic activity.

The event and ensuing conversations enhanced the campaign as a whole.