BBH launches online version of 'Lynx effect’

by Alicia Buller, Revolution UK 09-Jan-08, 09:40

LONDON - Lynx has unveiled the first ongoing digital expression of its renowned 'Lynx Effect' slogan.

The ‘Get In There' campaign is a holistic online and mobile experience rooted at http://www.lynxeffect.com/, enabling users to play the seduction game in real life.

The campaign aims to answer a simple problem: with digital as the enemy of the Lynx Effect - webcams, chat-rooms and instant messaging - young guys are spending more and more time trying to get girls online, how can a sensory male grooming brand re-express itself in the digital space?

The ‘Get In There' campaign is designed to encourage guys to get with girls in the real world, not just in cyberspace.

"Digital is something that the Lynx brand has previously done sporadically. With our new campaign we feel we now have a digital presence that not only continues to give young guys the edge in the mating game but also provides us with an ongoing platform to deliver cutting-edge digital creativity," said Karen Hamilton, regional VP marketing for Lynx-Axe Europe.

‘Get In There' is an extended network of linked content. The intention is to create as many situations as possible where guys can choose to spend time with the brand.

One of the content highlights is a range of downloadable mobile phone applications. With the ‘Fit Girl Finder', the phone can track down an attractive lady. And with the ‘Lynx FX' soundboard, the user can claim to own a Porsche, play the harmonica or scan for body piercings with sounds including a central locking system, musical instruments and a metal detector.

The pan-European campaign is the first work from BBH for Lynx/Axe Digital since the appointment of the agency in December 2006 as lead creative and strategic European digital partner for the Lynx/Axe brand.

The website was produced in partnership with London-based Preloaded and the mobile applications were built by Golden Gekko.