OUR LUSCIOUS LYNXJET GIRLS A BIG HIT WORLDWIDE
LynxJet, the controversial spot via Lowe Hunt Sydney that was on the cover of CB Dec 2005, has just been listed on the International website www.adcritic.com as the No. 2 spot in their top 10. Heineken "Past Experience", via Leo Burnett Sydney, comes in at number 5. To view the Lynxjet spot, click
1. Expedia.com: Anthem
Agency: Deutsch/L.A.
2. Lynx (Australia): LynxJet
Agency: Lowe Hunt
3. Gatorade: Story
Agency: Element 79
4. Honda (UK): Choir
Agency: Wieden+ Kennedy/London
5. Heineken : Past Experience
Agency: Leo Burnett/Sydney
6. MTV: Steak
Agency: InHouse
7. MTV: Tabble Tennis
Agency: InHouse
8. Oxygen: Hot Flashes
Agency: Toy
9. Diet Coke: Haircut
Agency: FCB/ New York
10. CDC: Sunshine
Agency: Saatchi & Saatchi/New York
posted by CB @ 12:00 AM
7 Comments:
Not a bad week on adcritic for the aussies and kiwi's. Lynx from Lowe at No.2, Underworks from Smart as current Pick of the Week, and a couple of weeks ago the adidas ball stunt from TBWA Auckland got Pick of the Week too.
not a comment on the mentioned work but if you know how adcritic works, they post a few new ads a day. the latest ads posted are usually always the most popular.
just because you watch it doesn't mean you like or dislike the work - you don't know until you've seen it...
we now resume normal programming...
precisely
and there's probably not a guy in the world who wouldn't click on a Lynx ad. Could be a great idea, a crap idea or have absolutely no idea. Having hot nympho chicks gagging for ordinary, pale, pudgy guys (ie, most guys who work in advertising) as a starting point has to be the easiest brief in the world. Kudos to the guys who wrote the first Lynx stuff though.
yeah - but does anyone actually buy the stuff?
I know that they’ve sold out of product and that sales results are massive – record breaking even. I'm trying to get more details from Unilever.
Here's some more good sales info I requested from Adam Lance, CD of Lowe Hunt, Sydney:
The entire activation has gone sensationally well. As you know, it was an idea that lived large beyond just TV. In all there were 32 different channels that the idea was executed in. TV, radio, print, poster, web, events, ambient and viral.
As far as results go, Lynxjet lifted the Lynx brand to its highest ever share of male body spray 84.2%.
The 3 month ex-factory target was achieved in just 6 weeks.
The Jet variant (which we designed and created) became the biggest selling variant over the 4 week period of measure.
The 'Jet' variant was originally not going to be made. Lynxjet was going to do a job for the whole range. We convinced Unilever to make a Limited release variant. They agreed to make a 5000 can run which turned into 10000 which turned into hundreds of thousands.
Woolies sold out of its entire consignment in a few weeks. I believe all cans are now sold out with still 2 months of the activation to run.
As well as sales success, Unilever looked other measures like PR value of which there was much, thanks to Jetstar grounding our plane. The web traffic targets were exceeded by a multiple of 10. There were a whole series of blogs entirely dedicated to Lynxjet from all over the world.
And Unilever are looking to export the activation.
All good.
Post a Comment
<< Home