Our Challenge/
Lynx Excite led with the creative concept that the fragrance is so tempting, ‘Even Angels Will Fall’ from Heaven. The ATL showed angels crashing down to earth attracted by the scent, whilst the digital campaign enabled guys to meet Arch Angel, Kelly Brook and her team of angels virtually. Our challenge was to create an immersive, experiential event that integrated with the other channels.
The Collaboration/
We wanted to create an event that could become an integral part of the story. Our concept was to create an invite-only party that marked the end of the whole epic Lynx Excite product story with the return to Heaven of all the angels. This would be the culmination of the whole campaign and would immerse guys physically in the product story.
The Creation/
The angels would throw this as their last party on Earth to say ‘farewell’ to the guys they’d come into contact with during their stay. As such, the angels wanted to give guys a ‘slice of Heaven on Earth’.
Our starting point was to engage the target audience on the brand’s Facebook profile about what their idea of ‘heaven on earth’ was. In this way, we sought to co-create the party content with the target audience.
The result? Heaven on Earth according to guys’ vision, in a sky-high penthouse suite in Central London where guys had amazing views across London – as if from Heaven itself.
Arch Angel, Kelly Brook, hosted the party with her team of angels attending to the guys’ every need. Towards the end of the party the angels were ‘summoned’ back to Heaven, and left in a flurry of feathers and dramatic music.
Where the digital campaign had immersed guys ‘virtually’ in the world of the angels, the party immersed them physically in Heaven – as they imagined it – and enabled them to meet all of the angels, including our Arch Angel, Kelly Brook.
The Connection/
The party captured the imagination of consumers and journalists alike, generating 34 pieces of coverage national press and key consumer titles.
The party created a wider dialogue and buzz reaching 150% x our post event target for consumer generated content (just in terms of those we could track), which generated 212% x our target for follow-on interactions (comments, likes etc.).
