Getting guys “Clicking” required us to make it a desirable behaviour. Hip-Hop was selected as the campaign “environment”. We worked with rappers to create content to initiate the craze.

Our rappers wore hidden cameras and their attempts to “chat up” girls were filmed. Clickers recorded the number of positive reactions they received. A website housed this candid footage. Website visitors received a Clicker. Online seeding initiated the viral pass-on.The rappers then embarked on the 13 gig tour. They wore customised Clickers and integrated “Clicking” into song lyrics. Posters, flyers, and Clicker distribution, promoted each gig, and ensured message delivery.

35,000 visited the website, 15,000 attended the gigs, “Clicking” was referenced on hundreds of blogs, millions reached through PR. 20,000+ Clickers distributed, each one in such a way that its use was both known and credible. We had successfully created a “Clicking” craze. This amplified the impact of the TVC but more importantly, sales prior to the TVC airing far exceeded targets, quarterly target reached within a month. This was the most successful Lynx Australia launch in recent history.This truly innovative campaign received many client plaudits. In the words of the client the campaign had achieved a “fantastic start”.