Lynx is recognised as a deodorant brand more than a shower brand. Our challenge was to raise awareness of Lynx as a shower gel brand whilst communicating the ATL message of ‘the cleaner you are, the dirtier you get’.
We needed to get guys having fun with their mates in a shower context whilst demonstrating that Lynx shower gels give guys the edge in the mating game. Only by doing this in an original and fun way could we get guys and the media talking.
We created the ‘social showering’ phenomenon. What better way to get guys enthused about showering ‘the Lynx way’ than through a giant, social showering experience, where girls and guys could party in the shower.
We built the world’s largest shower with an integrated DJ booth. We took it first to Bournemouth Beach where 152 people including a plethora of bikini-clad Lynx babes broke the world record for the most people showering simultaneously! The following weekend, we took it V festival, where guys got into the party mood as soon as they woke up in the campsite by showering ‘socially’ with our Lynx babes. Foam guns helped to get them clean and the music and party atmosphere got them off to the best possible start each day.
A great experience not only engages the immediate participants; it creates an ongoing conversation and engaging content for PR and online. The social showering experience generated over 300 pieces of PR coverage (delivered through Lynx’s PR agency) and drove 500,000 views of the world record breaking shower experience on YouTube.
Over 2,000 guys showered ‘socially’ at V Festival with guys desperate to tell their mates through YouTube video posts and Facebook tagging.