Our Challenge/
The Lynx Bullet was a true product innovation. It’s a pocket size version of Lynx body spray, enabling guys to ‘top up’ at crucial moments and improve their success at the mating game, anytime anywhere. As one in a long line of campaigns for Lynx, the brand team tasked The Lounge with generating excitement about this new Lynx format amongst 17-25 year old male style leaders and opinion formers pre-launch.
The Collaboration/
We needed to make the Lynx Bullet a natural pocket item when going out, alongside guys’ mobile, keys, wallet and gum. Our insight amongst male style leaders was that ‘it’s all about the jeans’. With up to 10 pairs of jeans in their wardrobe, for all occasions, bought primarily from independent boutiques – not the highstreet – we knew that’s where we needed to be.
The Creation/
Our solution was pure and simple. We sourced 100 boutiques across the UK frequented by 17-25 year old male style leaders and negotiated a one-month partnership with them to ‘seed’ a Lynx Bullet in the pocket of every pair of jeans bought that month. Combined with a memorable piece of communication, the message was loud and clear – carry the Lynx Bullet in your pocket to be ready anytime, anywhere. And the kudos gained from being one of the first guys in the UK to receive and use the Lynx Bullet drove huge WOM. All jeans in-store were hanger tagged with communication about the Bullet and till-point POS further reinforced the message.
The Connection/
We seeded 10,000 male style leaders with the Bullet – before it went on shelf in retail. And through a competition mechanic, we collected their mobile numbers in order to run a follow-up evaluation survey, which revealed an average WOM reach of 11:1.
