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Lynx April Fools' Day Spray App
With competitor brands struggling to stay relevant in young guys’ lives, part of Lynx’s approach is to be seen in the right places at the right time with something cool for guys to pass along. To coincide with April Fool’s Day, we created a spoof TV advert for Lynx exclusively distributed online. The ad promotes a fictional mobile app that sprays your favourite Lynx fragrance when you need it most, straight from the phone! Set in a record store, a young man uses the app to release his chosen scent and attract a beautiful young woman who enters the shop. The film, which is set to Ricky Nelson’s song ‘Poor Little Fool’, was designed to appear like a high end TV ad and contains several nods to previous Lynx fragrances. It was seeded through social media channels and the brand’s Twitter and Facebook pages. The video has achieved 70K views on YouTube alone so far and 140,000 on partner sites thanks to a separate media support plan, with numbers rising steadily. -
Lynx Dry digital games
To launch Lynx Dry, the brand’s new 48 hour antiperspirant, we created two interactive digital games starring new Lynx girl Lucy Pinder. Lynx Dry aims to stamp out ‘Premature Perspiration’ which according to research could ruin men’s chances with attractive women. The two games give men a head start in controlling their staying power with the opposite sex using the legendary Lynx effect. The first game ‘Pindering’ allows men to take control of Lucy in a range of situations. Typing in words such as ‘sleeping’ and ‘cooking’, participants can watch as Lucy carries out their commands in her own, unique way. The second game ‘Ctrl X’ tests the player’s stamina as they are asked to press the ‘Ctrl’ and ‘X’ buttons continuously. The longer they can keep going the more Lucy reveals. If they break down and ‘Prematurely Perspire’ Lucy waves goodbye. As well as targeting Lynx’s 323,000 Facebook followers, the ‘Pindering’ game is available to play on the brand’s You Tube channel and will be supported by banner ads. The ads end with the strapline ‘Premature Perspiration can be controlled’ enticing viewers to take part in the interactive game experience to see if they can control Lucy Pinder and their perspiration. Executive Creative Director: Gareth James Copywriter: David Parker Production Company: TMW/Agile Films Art Buyer: Jenny Taylor Designer: Nick Pires, Steve Heycock Media agency: Mindshare Senior Account Director: Susie Clark Account Manager: Tim Russell Account Planner: Martin Harrison Project Manager: Ed McCulloch Contact: Richard Marshall Partner 020 7349 4036 rmarshall@tmw.co.uk -
Guinness iAd - There's more life in the dark
Guinness' first UK iAd invites viewers to discover 'more life in the dark'. The campaign, aims to equip consumers with the necessary tools and inspiration to help them enjoy a great night out. The iAd opens with the narrator promising to show you where the best nights out are happening. The ad is then split into the four sections ‘pubs, gigs, comedy and sports’, each inspiring viewers to find great nearby events and venues using the iPhone’s location based functionality. For example, the gigs section starts with a fun way of helping users get served without having to shout above the noise at a gig. An interactive dial allows the user to choose how many friends they want to buy a Guinness for, 1,2,3 or 4. They can then save the image ‘x pints of Guinness please! to their iPhone and show it at the bar to place an order. The ad then goes on to employ the iPhone’s location functionality to find gigs that are taking place over the coming days in the viewer’s area. As well as finding gigs, users can select the various tabs to find quality pubs, comedy nights and venues for Sky 3d sports matches. The final tab allows consumers to sign up to Guinness communications, where they can keep up to date with brand promotions. As well as being served through the iTunes network, TMW has produced an accompanying video to demonstrate how to engage with the ad. -
Lynx Excite Fallen Angel
Creative communications agency Tullo Marshall Warren (TMW) has created a new social media campaign to launch the new Lynx Excite brand. The campaign, which is hosted on Facebook, aims to raise awareness and drive purchase of the new Lynx Excite range, which includes body spray, shower gel, antiperspirant and eau de toilette. Entitled ‘Fallen Angel’ the campaign takes the form of an interactive and highly personalised video starring Kelly Brook as an archangel who is stuck in heaven, only to be released when she finds ‘The One’ (the viewer). In the video a trinity of angels work tirelessly to find ‘The One’, a legendary human who when combined with the scent of Lynx Excite will release the archangel. The video uses Facebook data to create a personal experience whereby Kelly Brook addresses the viewer by name and even falls to earth and appears outside their home. As well as targeting Lynx’s 170 000 Facebook followers, the video will be streamed on the brand’s You Tube channel and will be supported by banner ads. The ads end with the strapline ‘Will Kelly fall for you?’ enticing viewers to take part in the interactive video experience.
Agency profile
Tullo Marshall Warren
Founded in 1987 by Paul Tullo, Richard Marshall and Chris Warren, TMW has evolved into one of the UK’s leading creative communications agencies.
To engage with today’s consumers, the agency has developed an innovative approach called ‘Intelligent Influence’. This recognises the opportunity to create greater brand engagement by encouraging consumers to more actively participate with brands.
The agency offers a wide range of services from data analytics to buzz monitoring, content creation and shopper marketing as well as a division dedicated to the healthcare sector.
TMW works with some of the world’s most respected companies and brands, including Unilever, Diageo, Nissan Europe, T Mobile, Pfizer and Sony Ericsson. The agency has recently established a global presence with offices in Paris and Moscow.
In 2006, TMW joined Creston plc, the FTSE-listed insight and communications group, comprised of eleven agencies divided into three divisions: Insight, Communications and Health.
Get in touch with Tullo Marshall Warren
Contact Email:
lpapachristou@tmw.co.uk
Website:
www.tmw.co.uk
Address:
81 King's Road
London
SW3 4NX
Country:
United Kingdom
Telephone:
020 7751 5039
