Lynx "LynxJet, Get On. Get Off"

Lynx "LynxJet, Get On. Get Off"

Description / Synopsis
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.

Philosophy/Solution
Media Strategy
Media identified that 17-25yrs is a time when our male audience take their first overseas/solo plane trip. These guys have romanticised the reality of air travel via placing extreme values around flying (freedom, escapism & air hostesses!).
To feed this public, playful fantasy, the strategy was to create an airline - LYNXJET. This was more than just a communications strategy targeting males; it involved BEHAVING EXACTLY LIKE AN AIRLINE, with all touch points of a traditional airline, but with messaging creatively tailored to the young male audience. This incorporated an actual airplane, personnel, airline infrastructure and airline communication. Young guys truly believed their fantasies had become reality!

Engaging Creativity
1/ CREATE THE MYTH: a plane was re-branded LynxJet; viral launched the ultimate mile high fantasy club; there was signage at check-in counters; locker/seat/ticket advertising; sampling girls (“Mostesses”) acted like air-hostesses and became walking billboards.
2/ FEED THE MYTH: A playful edge was added to traditional airline infrastructure: we created a website (www.lynxjet.com) and mobile ‘Mile High Club’ lounge. Then we imitated traditional airline advertising.
Encompassing the Audience
We copied airline behavior to increase campaign touch points and maximize awareness. We launched with event TV in the World Cup Qualifier, crashing Qantas’s ‘airline’ exclusivity rights. We created content on targeted radio (with ticket giveaways and interviews with ‘Mostesses’). Retail press messaged Lynxjet prices. Online, we sponsored the travel section of www.wotif.com & advertised “Mostess” profiles on news sites. We staged a recruitment drive for the “Mostesses” on employment sites. We delivered an airline experience by taking a mobile ‘Mile High Club Lounge’ to the streets.

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!). *Winner Cannes Media Lions Grand Prix 2006

Title "LynxJet"
Agency Universal McCann (Sydney)
City Woolloomooloo
Agency Lowe Hunt, Sydney
Advertiser Unilever
Brand Name Lynx
Product Name LynxJet
Country of Production United States
Language English
Type Case Study
Length 220 seconds
Tagline Get On. Get Off.

Lynx "LynxJet, Get On. Get Off"