In China, November 11 is celebrated as singles' day: based on the four digits of the date 11/11, it has become enormously popular among the country's youth. They see the day as an opportunity to shed their 'single status' through various social events. For the brand that promises to improve men's chances in the mating game, this was a great opportunity to drive trials and propagate the 'Lynx Effect'.

Introducing the Lynx ‘Farewell to Fantasy’ Machine, a special vending machine that dispenses free fragrance body spray with one interesting catch – only in exchange for your adult material.

In just one day, over 300 discs and 200 magazines of adult content were surrendered in exchange for Lynx samples. On the university campus where it was implemented, the activation created a lot of excitement and grassroots buzz. A film capturing the event, has generated more than 1m views online. Numerous media outlets reported on the activation resulting in free PR.

This taps into a truth that in China, the generally shy guys tend to indulge their fantasies via adult content. Therefore Lynx encourages them to surrender their 'fantasies' in exchange for the product that will help them to find real girls instead.