| Title | MIRROR |
| Brand | UNILEVER CHINA |
| Product / Service | LYNX SHOWER GEL |
| Category | A01. Event & Field Marketing |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company: | BBH CHINA Shanghai, CHINA |
| Sales Promotion/Advertising Agency: | BBH CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Johnny Tan | Bbh China | Executive Creative Director |
| Leo Zhang | Bbh China | Creative Director |
| Jeffrey Sun | Bbh China | Associate Creative Director |
| Jasmine Huang | Bbh China | Content Director |
| Woody Pan | Bbh China | Associate Designer |
| Rei Zhang | Bbh China | Account Manager |
| Alicia Kennedy | Bbh China | Account Director |
| Simonas Piepalius | Bbh China | Strategic Planner |
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.
To educate our audience about The Lynx Effect we got into communal bathrooms at dormitories and gyms. What's common there is that whenever guys shower, the steam fogs up the entire space, especially the mirrors and generally guys have to wipe off a section to see themselves. Using the stencils and anti-fog chemical, we applied the women silhouettes onto the mirrors that appeared invisible, only until become fogged. When they did, the silhouettes of these women appeared along with the section where the guy looks at himself, The Lynx Effect tagline and the product sample next to it.
By catching our audience by surprise, we made sampling the product exciting. We gave the audience something they were keen to participate in, talk about and share with others. 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.
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. Finally, the approach we used was efficient and easy to implement.