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Lynx to Take Consumers Out of This World
By: PR Newswire
Jan. 22, 2013 10:35 AM
LONDON, January 22, 2013 /PRNewswire/ --
Lynx, the UK's Number 1 male grooming brand from Unilever UK, is set to complete mission impossible this year as it embarks on its most ambitious marketing campaign to support new variant Lynx Apollo. The meteoric campaign, which will see Lynx send one incredibly lucky fan into space, will be supported with a £12.6m marketing spend across digital, PR, out of home and TV, with a Shazam-enabled ATL ad to enter the competition, starting with a big reveal on 10 January 2013.
The epic Lynx Apollo campaign, which is being fronted by renowned astronaut Buzz Aldrin, will launch at 9pm on 10 January 2013 and is set to send sales of the new variant skyrocketing. The multi platform takeover to announce the message that Lynx is sending someone to space will run across all key TV channels and websites, with the TV ad running until April. Following the announcement, the Lynx Apollo website - http://www.lynxapollo.com - will go live, enabling consumers to enter for the chance to win a trip of a lifetime.
Available now, Lynx Apollo is the first variant to run across the entire Lynx portfolio which includes; body spray, deodorant, haircare and shower. This new variant reflects the true credentials of the Lynx brand, a fragrance offering men a sophisticated, yet irreverent scent that makes a statement. The strong, sweet nutty aroma of clary sage combined with sparkling fruits gives a teasing and fresh first impression, perfect for helping men get ahead in the mating game.
Mark Aschmann, Lynx brand manager at Unilever UK, says: "The Lynx Apollo launch is by far our largest marketing campaign to date. Formed of several different stages, each is designed to drive consumer engagement and intrigue. The premise of the launch is to give a man the ultimate lead in the dating game, by giving him the chance to become an astronaut. The TV strapline sums it up with the statement 'nothing beats an astronaut'.
"Alongside the competition, we will be carrying out a number of ground breaking marketing activities to raise awareness of the campaign to drive traffic to the website. The activity will provide longevity and consistent brand awareness; therefore retailers will need to stock up on Lynx Apollo to meet consumer demand. The campaign is set to drive incremental sales into the male grooming category."
Part of the campaign outreach will include a Lynx 'Space Academy' shuttle travelling to the Westfield Shopping Centre in Shepherd's Bush. Digital activity based on 'Astronaut Me', in which consumers can use their mobile phones to project their face onto a giant inflatable astronaut using augmented reality. There will also be interactive bus-shelters that will allow consumers to see their faces appear on the Lynx Apollo ads.
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