Execution

Getting people to try the product is critical in driving the adoption of a new brand but how can 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, but we had one big problem - the environment where shower gel is used (male bathrooms) does not allow girls to enter.
To educate our audience about Lynx Shower Gel and The Lynx Effect we needed to get both Lynx and girls into communal bathrooms at dormitories and gyms. What's common in these spaces is that whenever guys shower, steam fogs up the entire space, especially the mirrors and generally they have to wipe off a section to see themselves.
 We capitilise on this unique space by using a combination of stencils and anti-fog chemical. We applied silhouettes of sexy female onto the mirrors with anti-fog spray. At first, these sexy shapes appeared invisible, it was only after steam had fogged up the mirror that The Lynx Effect came to life. When they did, the silhouettes of these women appeared perfectly positioned alongside where guys looked at themselves. We also reinforce the brand message by applying The Lynx Effect tagline and provided a product sample next to it.
 By creating fun and surprising experience, we made sampling the product exciting to our youth audience. We demonstrated the core benefit of using it in a way that was unique, memorable and news worthy. We gave the audience something they were keen to participate in, talk about and share with others. Last but not least, the solution was cost effective and easy to implement.