The Brief

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 in a way that would allow us to use their excitement to amplify brand fame through social media.

Creative Execution

By creating fun and surprising experience, we made sampling the product exciting to our youth audience. We demonstrated the core benefit of using it (attraction) in a way that was unique, memorable and news worthy.

Describe the creative solution to the brief/objective.

To educate our audience about The Lynx Effect we got into communal bathrooms at dormitories, gyms and youth inns. What's common there is that whenever guys shower, the steam fogs up the entire space, especially the mirrors and generally they have to wipe off a section to see themselves. Using stencils and an anti-fog chemical, we applied sexy female shaped silhouettes onto the mirrors. Seeming invisible at first, these sexy silhouettes only appeared once steam fogged up the bathrooms. When they did, the silhouettes of these women appeared perfectly positioned alongside where guys would look at themselves. The Lynx Effect tagline and the product sample were positioned next to it.

Results

The video content capturing the activity was viewed more than 280,000 times online. 'Lynx Mirror is an outstanding example on how to leverage social media, with almost zero budget. China being one of the most competitive and expensive media markets in the world, BBH disrupted and broke the clutter within this campaign, opening a broader discussion on how to maximize media investment leveraging social behavior.' – Gilberto Pires
, Marketing Director at Unilever China.