LynxJet "Get On.Get Off"

Title："LynxJet" Get On. Get Off.
Communication goal:
Lynx (Axe globally) is a male targeted Body Spray with an irreverent brand personality focused around public, playful fantasies.
Lynx were facing a problem. Older guys 17-25yrs were dropping out of the brand because they perceived it to be for their younger brother. Lynx needed to actively engage with the older 17-25yrs males.

Results:
Effectiveness
Controversy is a measure of success! The airplane was pulled due to threatened strike by the carriers’ actual air hostesses. Brand share jumped 14.2% to 84.5% - an all time high! Brand equity measure ‘is a sexy brand’ increased by 10%. Over 658,000 unique page views (27% of the target!).

Agency：Universal McCann (Sydney)
Advertiser：Unilever
Brand Name：Lynx
Product Name：LynxJet

Awards：Cannes Lions, 2006(Bronze Lion)
Awards：Cannes Media Lions Grand Prix, 2006
Awards：YoungGuns International Advertising Award, 2006 (Bronze)
Awards：YoungGuns International Advertising Award, 2006 (Silver Bullet)