Social and Influencer > ONLINE ADS
3 BLADE NAVIGATION
MODEM MEDIA UK, London / UNILEVER / 2001
Overview
Credits
OVERVIEW
CampaignDescription
Campaign Objectives: To raise online awareness for the launch of Lynx Razors (integrating with offline advertising): a Lynx brand extension - Online sampling tool for Lynx Razors - Online data capture to grow UK consumer database - To provide a mechanism for online sales through existing channels.Target Audience: Core: 12-30 year old males. Campaign Overview: Modern Media created a microsite, www.lynxrazors.com, which gives away free Lynx Razors. To bring the Lynx Razors brand truly alive online, 2 more sections were included: - Smooth Stories: 2 short films based on the press campaign. Smooth Icons: click here to create the Lynx Effect on some well known figures like Santa Claus & Fidel Castro 'Smooth Commerce' was also added to test e-commerce with one of the big UK retailers, Tesco. It allows you to purchase new blades & shaving gel through a direct link to Tesco online. The microsite is advertised through an extensive online advertising campaign which includes banners, pop-ups and coverage within newsletters. They ran on the following sites: dotmusic.com, FHM, Uploaded, Megastar, Freeloader, Ministry of Sound, Jamba and the NME newsletter. Results: 10,000 applications were received in the first week and all 50, 000 samples were applied for within 2 months.
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