2006 BEST STRATEGIC LAUNCH CAMPAIGN WINNER

CAMPAIGN - Launching an airline on the smell of a Lynx can

AGENCY - Universal McCann

CLIENT - Unilever

SPONSORED BY
www.sbs.com.au

OBJECTIVE

Also the Grand Prix and FMCG winner, male body spray brand Lynx aimed to increase its popularity with 17 to 24-year-old guys. In 2005 research indicated that guys from the 17 to 24-year-old age group were dropping out of the brand because their tastes were becoming more sophisticated. Lynx's communication no longer resonated with their self-perception. Lynx's objectives were to increase the brand equity measure of "Lynx is an innovative brand" from 43% to 53% among guys 18 to 24 years, and to increase "last bought" among guys 16 to 24 years, from 35% to 50% (research by Millward Brown). Another objective was to grow share of the deodorants category from 79% to 82%, by the end of 2005.

CAMPAIGN

Research on the target group and their fantasies indicated that the romanticsed reality of plane travel was very much alive for guys in this age group. So the environment of air travel, via a branded airplane complete with all touch-point activity associated with the fantasy of airline travel, was created.

Research revealed that the target audience likes messaging that lives beneath the radar of mass market commercial culture, so a viral communication of the ultimate "Mile High Club" fantasy experience was launched. A plane was rebranded LynxJet, there was signage at check-in counters, locker/seat/ticket advertising and stunt sampling girls (dubbed mostesses) acting like air-hostesses.

Traditional airline advertising was imitated - big event TV launched the TVC, "tickets" were given away on radio, mostesses were interviewed, print drove price-point advertising, a website was created and a "Mile High Club Lounge" was taken to the streets.

RESULTS

The objectives were exceeded and huge controversy (and PR) created when the "plane" was pulled from the skies due to threatened strike by the carriers' actual air hostesses. Lynx achieved its highest ever brand share - obtaining 84.5% of the market. Across the total campaign, 52% ($751,000) of added value was delivered. Research by Millward Brown showed that the brand equity measure of "Lynx is a sexy brand" increased to 53% and "last bought" for guys 16 to 24 years increased to 50%.

JUDGES COMMENTS

"The Lynx campaign was grounded in a very strong and clear insight relating to the young male rite of passage. The idea of launching an airline flowed through all media executions, ending in very strong results."