Two distinct phases:1/ CREATE THE MYTH: a plane was re-branded LynxJet; viral launched the ultimate mile high fantasy club; there was signage at check-in counters; locker/seat/ticket advertising; sampling girls (Mostesses) acted like air-hostesses and became walking billboards.2/ FEED THE MYTH: A playful edge was added to traditional airline infrastructure: we created a website (www.lynxjet.com) and mobile ‘Mile High Club’ lounge. Then we imitated traditional airline advertising, with messaging targeting males.

Controversy is a measure of success! The plane was pulled due to a threatened strike by actual cabin crew! Brand share jumped to 84.5% - an all time high! The measure ‘is a sexy brand’ increased by 10%. Over 658,000 unique page views (27% of the target!).