In March this year, Elida Faberge joined forces with digital
marketing communications company Modem Media Poppe Tyson to create an
online advertising campaign for its new men’s fragrance, Lynx
’Lynx’s target audience is 14- to 20-year-old, trend-setting males. They
go clubbing and are tech-savvy,’ explains Modem account director Ebba
Linden. ’It wanted an online campaign which fitted in with this
demographic and lifestyle.’
The initial promotion saw visitors to the site of lads’ mag FHM greeted
by a blank screen. The cursor metamorphosed into a candle, which
illuminated the on-screen FHM cover. The page then reloaded to the home
page, which featured the Lynx Voodoo banner ad.
In the second execution, a woman was seen dancing in candlelight before
the flame was blown out and the home page reloaded, with a Lynx banner
running animated images of the campaign.
In May the online promotion continued with the Lynx Voodoo Eclipse
Visitors to the Ministry of Sound web site were given the chance to win
tickets to a one-off dance event on the eve of the solar eclipse of
August 11, featuring live performances from acts including Fatboy Slim
and Carl Cox. ’The collaboration with the Ministry of Sound helped bring
credibility to the brand,’ says Linden.
Lynx then launched an e-flyer on the internet to announce the start of
the competition to win tickets to the party. It featured a countdown
ticker, event information and entry details. When users visited the
Ministry of Sound web site to see whether they had won, they witnessed
the first ever ’web eclipse’ - the site disappeared and was replaced by
a blitz of streaming audio and video which previewed the dance
A banner campaign was also run to promote the site. This too displayed
tickers, which counted down to the day
of the eclipse.
Limited edition cans of Lynx Voodoo deodorant went on sale at the end of
June. These carried more information on the event, a hotline number and
the web site address.
’The campaign ran for three weeks. In that time we captured over 20,000
e-mail addresses, gained knowledge about our users and raised brand
awareness ,’ says Linden. ’Lynx online has been a huge success in 1999,
and we will carry this on into 2000 with increased momentum.’