The Brief

The objective was to launch the new LYNX Anarchy body spray for HIM+HER. The brand needed young females to take notice of their first female fragrance, being previously associated with only male scents. The essence of this campaign was to create an interesting and unusual way in which the audience could interact with the product via the technology involved. The launch of a global campaign to “Unleash the Anarchy” supported by local activations was the driving force behind the installation, inciting the voyeuristic instincts of the viewers. The Anarchy was literally unleashed when the audience put on the LYNX glasses.

Describe how the promotion developed from concept to implementation

We wanted to catch our target market where they hang out. We found a terrace house between a speakeasy, a Laundromat that has been converted into a trendy bar and a hipster joints with no front entrance and opened up the windows to put on a show. LCD Televisions were modified to project glaring white light for the average passer-by. By connecting with LYNX and putting on the sunglasses, soap sud levels rose and fire burned, but none of these perils was a match for LYNX Anarchy, which, in the midst of it all, was drawing together three scantily-clad couples.

Describe the success of the promotion with both client and consumer including some quantifiable results

The discourse created by the technology had an explosive effect on LYNX’S social media channels. LYNX is now a brand targeted to young people, and not just young men. We went into the right neighbourhood at the right time with something no one had seen before and started a conversation. Combining the giveaway of sunglasses with the product meant that people who wouldn't have normally stopped heard the story. For LYNX it was the right blend of Anarchy by bringing together HIM+HER. 5,000 sunglasses handed out 10,000+ passersby witnessed the chaos 43,000 new Facebook likes 400,000+ YouTube views

Explain why the method of promotion was most relevant to the product or service

Using this kind of technology allowed for the "LYNX Effect" to be felt instantaneously by viewers. Just as guys and girls wearing LYNX Anarchy are instantly attracted to each other, so too were the viewers drawn into the chaos unfolding inside the terrace. By setting up the experiential installation in a nightlife area, men and women were already out looking to connect and LYNX Anarchy could show them what happens when you unleash the chaos.