ABOUT

Concept
Lynx wanted to drive mass awareness and desire for their new limited edition can amongst a target market of 13 to 25-year old men. This was the first limited edition product Lynx had launched in six years and the culmination of the brand’s existing three-year partnership with Anthony Joshua as he rose to the top of the boxing world.
We had to do something that had cut-through with our audience, which they would find cool and which, most importantly, changed their behaviour.

Execution
We gave AJ’s fans what they all wanted to see: a fight. We sent young guys all around the UK on a gamified, smartphone treasure hunt. We designed the experience to tap into youth ‘surprise drop’ culture – digitally hiding 5 gold hand-signed cans in places of special significance for AJ e.g. his first boxing club. Find a gold can through our app and win tickets to his next fight. 850 limited edition cans were also hidden as free samples. And drops were targeted to places our audience were hanging out e.g. gyms, fitness centres.

To unlock the prizes, users had to physically visit the digital hotspots with their phones – not knowing what was behind each drop or if someone had beaten them to it until they arrived.

New drops appeared weekly to sustain engagement in this race against time. And by launching on AJ’s Instagram stories – a disappearing media channel, we created a sense of urgency. In the countdown to his fight – when desire for tickets was at its peak – AJ seeded out clues to the whereabouts of the 5 gold cans. Instagram stories proved a seamless digital user experience as our audience could simply swipe up to start playing.

Results
In a time when it’s difficult to get our target audience to look up from their phone at a TV ad, we got them to digitally and physically engage with our campaign and hit the streets in their thousands to track down our new Lynx cans. The campaign earned huge reach on both AJ’s and Lynx channels, driving mass awareness of the product.