Lynx Primal Instinct 49Interactive rich media
●●Takeovers, roadblocks and other interactive ad placements reached more
than 11 million unique browsers.
●●This resulted in 216,925 unique interactions.
These figures are not inclusive of TV or cinema numbers, or of launch results
from the associated iPhone application.
Sales results
●●Lynx Instinct body spray is the #2 best-selling body spray in the total male
deodorant category (Aztec – National Woolworths scan P0309, measure
based on units per store per week).
●●Total Lynx shower gel is growing double digits in value at a YTD level
+20.5 per cent driven by Instinct shower gel (Aztec – National YTD
22/03/09 dollar growth per cent YA).
Lessons
This is a great example of an integrated campaign that spans a variety of
digital media effectively to reach the target audience where they choose to
hang out online.
Going out to meet and engage with your audience is becoming increasingly
important, particularly with teenagers and young adults, who spend a lot of
their time in online communities interacting with their friends and peers. By
taking the Primal Instinct campaign to them, Lynx managed to engage
effectively with its audience out in ‘the wild’, something which made the
‘cave babes’ game all the more compelling.
While the campaign was aimed squarely at young men, it certainly garnered
wide appeal outside that demographic, as the lead developer found out when
he discovered a tribe of mothers chatting about their addiction to the game on
online forums.