Our Challenge/
Lynx is a well-known and popular brand among its target audience and has a range of fragrances available. However, we had to ensure that we created something which got guys to notice a new variant in the range. This wasn’t about creating some generic Lynx content, but something which spoke specifically about Lynx ‘Fever’ shower gel.
The Collaboration/
By collaborating with our audience, we discovered that we needed to bring the ingredients of the fragrance to life in a memorable way. The key ingredients we needed to focus on were dragon fruit and Brazilian hot-mud extract.
The Creation/
Our idea was to create a Brazilian hot-mud wrestling pit which appeared at key festivals across the UK. We even offered the chance to referee a bout of wrestling, followed by a shower with the new shower gel (along with some girls) to wash off the mud. And we didn’t stop there. We also had a procession of Lynx ‘Fever’ babes handing out 250,000 samples, festival sponsorship at T4 as well as developing print, TV idents and point-of-sale collateral.
The Connection/
As you can imagine, this was one of the most popular areas of the festivals we visited. Not only did we create a buzz, but our audience even uploaded their own videos to YouTube titled ‘Lynx Fever’ which gained thousands of views. In fact, we reached an audience of over 2 million people. A staggering 560% of our overall target as well as exceeding our sampling target by 20%.
The work also went on to gain industry recognition too. Picking up a host of awards including a Field Marketing & Brand Experience Award, Best Experiential at a Festival at the Event Awards and a GRAMIA Award.
