In 2013, Lynx (known as AXE globally) launched Lynx Apollo, a new space themed variant, to the global market. In what would be the biggest launch in the brand's 30-year history Lynx created the Lynx Space Academy and a global competition to send 22 people (1 x UK winner) in to space, for real.

The integrated global strategy was to “Turn one ordinary guy into a hero by sending him to space” supported by the communications line “Leave a man, return a hero”

The PR objective was to create a campaign to launch the new Lynx (AXE) Apollo variant, announce the details of the global space competition and ensure the L.S.A became the most talked about launch, globally.

In accordance with global timings the US market launched a full day before the UK. Therefore a key challenge for the UK team was to develop a launch strategy and creative execution that would stand out from the other markets, become a global talking point in it’s own right and establish the L.S.A as a breakthrough moment for the brand in the UK.

The UK PR strategy was to bring the “realness” of the L.S.A to life in a dramatic way. Using a real space shuttle and mass astronaut sightings the UK launch of the L.S.A quickly became the most talked about event both socially and through traditional media. With over 250 pieces of coverage the U.K had the highest number of entries globally in the first week alone.

Pre-launch:

•Teaser phase devised to engage key media titles; Metro and Shortlist invited to Iceland for astronaut experiences (November), FHM invited to experience zero-gravity in Florida (December), The Sun, GQ.com and PA invited to New York to meet Buzz Aldrin at the US launch (January), Key bloggers sent bespoke L.S.A spacesuits to engage and excite them.

Launch week we captured a variety of images and footage to dramatise the realness of the L.S.A:

•7th January, The arrival of the shuttle in the UK, for the first time

•8th January, 20 astronauts taking over iconic London landmarks, sparking social conversations

•8th January, An ‘Armageddon’ style shoot with the shuttle and astronauts at Elstree aerodrome

•10th January, An exclusive launch party with 100 media and guests, announcing L.S.A, revealing the shuttle and live streaming the roadblock

•11th January, The Westfield (Shopping Centre) L.S.A public experience with space shuttle and astronauts

• More entrants in four days than the “best job in the world” competition did in a year

• UK&IE achieved the highest level of participation globally in the first 3weeks following the launch

• UK&IE had the highest proportion of the population of any country enter

• To date there have been 83,062 entries, with 605,487 votes cast (March)

• 240 UK launch assets were downloaded by media internationally

• The UK&IE launch assets were heralded as the strongest global content, with many other markets replicating our strategy and creative as a result

• The UK&IE content accounted for over 50% of global Lynx branded video views

• The #inspace was one of the best performing Twitter trends in UK&IE, resulting in an increase of brand mentions by 377% and 2.8 million interactions

• 257 pieces of coverage were achieved over the launch period, including 13 nationals