Ultimate woman

DESCRIPTION

What to do when you have run out of ideas for fragrances – get consumers to do the job for you. Lynx 3 encourages customers to combine two existing Lynx scents and create their own personalised, third one.

Lynx wanted to build on the existing TV campaign involving two women crashing into each other to form the ‘Ultimate Woman’. Believing its target demographic, 13-18 adolescent males, are more receptive when physically involved, Lynx took the ‘Ultimate Woman’ idea to the next level.

It set up interactive video screens in malls and cinema foyers, manned by attractive Lynx 3 girls to entice the punters in. Users picked from on-screen women and, by waving of their hands, combined their two favourites. They could then have a photo taken with their ‘ultimate woman’ afterwards.

More than 11,500 young guys experienced the Lynx 3 Ultimate Girl Challenge throughout New Zealand. Sales of Lynx 3 exceeded New Zealand’s projected target by over 300%.

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