Out of Home (OOH) media specialist Posterplan has joined forces with Mindshare and Unilever to elevate Lynx Africa to “GOAT” status.
Having sold over 400 million units of Lynx Africa to date and being sprayed over 21.5m times every week, Posterplan and Mindshare worked closely with Unilever to truly cement Lynx Africa’s well-earned “greatest of all time” (GOAT) status.
The out of home campaign launched on the 8th of May and is running until the end of June with multiple bursts. The campaign follows Lynx’s newly unveiled limited-edition packaging for its iconic Lynx Africa variant and it will be seen on high-impact unmissable formats across Ireland. As the key insight was to maintain relevancy amongst younger consumers, we placed the campaign in key areas that indexed highly with our audience. To build brand fame, premium placements including a takeover of Micromedia’s Camden Corner also plays a key role in the campaign. The takeover is comprised of both classic and digital elements – a large banner that wraps the top of the building and a digital billboard at consumers eye-level driving engagement. The campaign was further supported by other cover and frequency driving formats.
Susan Murtagh, Account Director at Posterplan Ireland, said: Posterplan is delighted to team up with Mindshare & Unilever to promote the nation’s number-one male fragrance. As the brands main objective was to continue evolving in line with the younger age cohorts and recruit the next generation of shoppers, we created an OOH campaign that identified and targeted key areas that were popular with the next generation – driving brand fame and impact.
David Duffy, Account Director at Mindshare, said: “We’re excited to see Lynx Africa’s ‘GOAT’ campaign come to life across the nation. With the experience and expertise of Posterplan we’ve put together an unmissable campaign utilising multiple stand out formats. We’re particularly keen to see the bespoke high impact Camden curve format, which is sure to grab attention and re-enforce Lynx Africa’s ‘GOAT’ status”.
Jenny King, Marketing Manager, Lynx, says: “As the nation’s number one male fragrance, we’ve elevated Lynx Africa to G.O.A.T. status. We’re continuing to evolve the brand in line with Gen Z’s values, interests, and aspirations to recruit the next generation of shoppers by getting closer than ever to their world. Optimising our OOH plans is crucial for Lynx so that we continue to maintain relevancy amongst younger consumers.”