LYNXJET LAUNCHES NEW ROUTE VIA LOWE HUNT, SYDNEY
Unilever’s multi-award-winning ‘LYNXjet’ will this week be given a fresh new lease of life with the launch of a major interactive campaign through Lowe Hunt, Sydney.
To mark the arrival in stores of a new 'Planet' limited edition LYNXjet deodorant, a new virtual world – LYNXjet Planet – has been created at www.lynxjetplanet.com
In the game-based experience, LYNXjet’s busty ‘Mostesses’ lead young guys on a tour through virtual recreations of major cities, encouraging them to participate in the Lynx ‘mating game’ with girls they meet in the streets, bars and clubs along the way.
The Planet concept launches with a tour of Tokyo, followed later in the campaign by Stockholm and New York.
Traffic to the virtual LYNXjet Planet will be driven from hundreds of thousands of limited edition cans, a significant online campaign developed in partnership with Universal McCann and a major viral campaign featuring the talents of Japan’s hottest all-girl pop band, Dizzy Banana. The girls have agreed to release their video and single “Spin, Spin, Spin” virally to encourage male fans to visit Tokyo with LYNXjet Planet.
Says Sharon Parker, Marketing Director for Deodorants at Unilever: “LYNXjet was a significant business success for us, with LYNXjet Planet we wanted to drive sales of the limited edition cans with a really rich, engaging consumer experience.”
Adds Dejan Rasic, creative director of Lowe Hunt: “City guides to the coolest destinations around the world was a logical extension of the LYNXjet campaign. What we’ve done is stayed true to the LYNXjet tone of voice and made it a fun and playful fantasy experience.”
Project name: LYNXjet Planet
Client: Unilever Australasia
Client Team: Sharon Parker - Marketing Director for Deodorants
Duncan Robertson, Assistant Brand Manager
Creative Agency: Lowe Hunt, Sydney
Creative Director: Dejan Rasic
Creative Team: Dejan Rasic, Howard Collinge, Jonathan Mo
Head of Interactive: Mark Ashley-Wilson
Head of Interactive Creative: Jonathan Mo
Illustrator & Flash Programmer: Han Lee
Director of Production: Darren Bailey
Senior Producer: Lisa Cordukes
Online Video Director: Mark Ashley-Wilson
Music Video Directors: Howard Collinge, Dejan Rasic, Darren Bailey
Music Track: SongZu
Director of Photography: Brycen Horne