Work
Lynx Africa is the G.O.A.T.
Lynx Africa, the iconic men's fragrance, needed an iconic launch. Sometimes, in marketing it's best to keep it simple.
In summer 2023, to launch the G.O.A.T in Ireland, we decided to prove why Lynx Africa is the G.O.A.T (Greatest of All Time).
We set out to win in culture, win in media and win on social.
Our strategy combined brilliant PR basics and Creator Collaboration with a digital-first FOOH (faux out of home) stunt to demonstrate the epicness of 'Lynx Africa'. We commissioned research and this proved, through data, that a whopping 85% of Irishmen have donned the quintessential scent at some point. Yes, Lynx Africa is indeed the G.O.A.T.
Can we own the capital city? Yes We can.
To create talkability and sharability, using some slick arial photography and Creative Tech trickery, we 'turned' Dublin's iconic landmark, The National Convention Centre, into a colossal can of Lynx Africa. (We named it the Canvention Centre). This majestic can, on the banks of the River Liffey, honoured the crowning of Lynx Africa as the G.O.A.T.
It was big - The National Convention Centre (which holds 8,000 people) could be filled 54,000 times with the amount of Lynx Africa ever sold.
To land further in culture, we built a Love Network for the campaign. With a little help from this G.O.A.T army, the story spread like wildfire..
The campaign captured the imagination of the Media, Creators and the public smashing all PR, Culture and Social targets by up to 1185% with a total campaign reach of 8million+
Some might even say that the campaign was the G.O.A.T of all LYNX campaigns.
(Lynx is part of Unilever's Personal Care portfolio.)