Lynx "lynxjet_case study-Get On. Get Off"

Lynx "lynxjet_case study-Get On. Get Off" Description / Synopsis Communication goal Lynx (Axe globally) is a male targeted Body Spray with an irreverent brand personality focused around public, playful fantasies. Lynx were facing a problem. Older guys 17-25yrs were dropping out of the brand because they perceived it to be for their younger brother. Lynx needed to actively engage with the older 17-25yrs males. Philosophy/Solution Media Strategy Media identified that 17-25yrs is a time when our male audience take their first overseas/solo plane trip. These guys have romanticised the reality of air travel via placing extreme values around flying (freedom, escapism & air hostesses!). To feed this public, playful fantasy, the strategy was to create an airline - LYNXJET. This was more than just a communications strategy targeting males; it involved BEHAVING EXACTLY LIKE AN AIRLINE, with all touch points of a traditional airline, but with messaging creatively tailored to the young male audience. This incorporated an actual airplane, personnel, airline infrastructure and airline communication. Young guys truly believed their fantasies had become reality! Engaging Creativity 1/ CREATE THE MYTH: a plane was re-branded lynxjet; viral launched the ultimate mile high fantasy club; there was signage at check-in counters; locker/seat/ticket advertising; sampling girls (Mostesses) acted like air-hostesses and became walking billboards. 2/ FEED THE MYTH: A playful edge was added to ...

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