Category: Best Use of Ambient in a Promotional Campaign
Advertiser: UNILEVER (CHINA)
Product/Service: LYNX SHOWER GEL
Agency: BBH CHINA
Executive Creative Director: Johnny Tan (BBH China)
Associate Creative Director: Leo Zhang (BBH China)
Senior Art Director: Jeffrey Sun (BBH China)
Content Director: Jasmine Huang (BBH China)
Associate Designer: Woody Pan (BBH China)
Account Manager: Rei Zhang (BBH China)
Account Director: Alicia Kennedy (BBH China)
Strategic Planner: Simonas Piepalius (BBH China)
Media placement: Ambient - Poyo Fitness, Dormitories Of Fudan University. - Mar 30, 2012
Describe the objective of the promotion.
Getting people to try the product is critical in driving the adoption of a new brand but how can one make sampling work much harder than simply giving out free mini packs?
This was a challenge confronting Lynx shower gel – a new male specific shower product, launched into China less than a year ago.
Our objective was to give guys a first-hand experience of using the product (i.e. attracting the girls), the problem though was that the environment where shower gel is used (male bathrooms) does not allow girls to enter.
Describe how the promotion developed from concept to implementation.
To educate our audience about The Lynx Effect we got into communal bathrooms at dormitories and gyms.
What’s common there is that whenever guys shower, the steam fogs up the entire space, especially the mirrors and generally guys have to wipe off a section to see themselves.
Using the stencils and anti-fog chemical, we applied female silhouettes onto the mirrors that appeared invisible, only until become fogged. When they did, the silhouettes of these women appeared along with the section where the guy looks at himself, The Lynx Effect tagline and the product sample next to it.
Explain why the method of promotion was most relevant to the product or service.
By creating a fun and surprising experience, we made sampling the product exciting to our young audience. Moreover, we demonstrated the core benefit of using it in a way that was unique, memorable and most importantly news-worthy. We gave the audience something they were keen to participate in, talk about and share with others. Finally, the approach we used was efficient and easy to implement.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Results to follow by end of April.