How Lynx engaged experiential to ensure their target audience was left in no doubt of the connection between their new product launch and the meaning behind it’s name…
Lynx Australia promoted their new scent Anarchy, for both men and women, with a world-first ‘invisible video’ stunt. A house in Sydney’s busy party district Darlinghurst was decked out with large LCD screens instead of windows. Wearing the right kind of (polarised) glasses was the only way to discover the sexy and anarchic things going on within the house.
With boys wearing blue glasses, and the girls wearing pink, this youthful audience were able to very clearly make the connection between the product name and positioning, along with the benefit of the product, all via a fully immersive brand experience.In order to make obvious the ‘natural attraction’ An ATL TV ad, would certainly not have had the same key message retention retention amongst Lynx’s target audience, even if the actual reach of the more traditional channel had been greater. What better way of bringing to life the natural attraction of Lynx Anarchy, than through a natural interaction with this message in a real live space. Through clever use of innovative technology, Lynx have no doubt increased the targeted reach and positive WOM off the back of this brand experience; a targeted reach that could not have been achieved from a regular billboard or TV ad. More on ROI of experiential in our next thought piece…
Here at The Lounge we’ve worked with Lynx in the UK in a similar capacity, also involving a new product launch. We harnessed the unique power of experiential to bring to life the new Lynx ‘Fever’ gel, ingredients making sure consumers could not fail to make the connection between the live experience and the unique ingredients of dragon fruit and Brazilian hot-mud extract. So how did we make this connection? With a Brazilian hot-mud wrestling pit at key UK festivals of course. Visit the case study here for more info and consumer connection stats.
So what lessons can we learn from the global superbrand Lynx? Experiential marketing enables you to put your consumers at the heart of your communication, ensuring they truly engage with you. The propensity to recommend and long standing brand loyalty, is most likely to be achieved from engaging experiential. As Audra Glover writes on the marketing arm blog:
‘Experiential campaigns are designed to appeal to both our rational and emotional side. They go way beyond traditional feature-benefit methodology, and open up new points of connection with customers.’
To check out our award winning experiential for Lynx Shower, click here