Thursday, February 02, 2006


Love it or hate it, the multi-media Lynxjet campaign has been a stunning success. Here's some amazing sales info CB 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.

To view the Lynxjet 45 sec. TVC, click here


Anonymous Anonymous said...

10 points across the board. Although, i'm still amazed how so many aussie males can be duped into buying something that smells like shit. Oh, that's right, tits and arse! From the very base of our erections the males of Australia thank you lynxjet.

11:48 PM  
Anonymous Anonymous said...

Bit reminiscent of the "Punjab Airways" ad for Phileas Fogg done in the nineties by BBH in the UK. Anyone remember it?

7:00 AM  
Anonymous Anonymous said...

Yeah, a bit reminiscent of the Playboy Jet Ads of the summer of 57' done by Leo Burnett himself. Phileas Fogg...what a bunch of bollocks.

9:12 AM  
Anonymous Anonymous said...

Sorry 9:12 am. But those Playboy Jet ads were lifted straight from the love letters of the 3rd, lesser known, Wright brother. And hell, he practically invented flight.

9:58 AM  
Anonymous Anonymous said...

blah blah blah. It was good wasn't it??

11:49 AM  
Anonymous Anonymous said...

Who gives a dog's rectum. I wish I could book a ticket now. My current mile high certificate was awarded in the Solo Aviator division.

12:49 PM  

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