March - May 2009 winner: Lynx Instinct
Creative Agency: Soap Creative
Media Agency: Universal McCann
Campaign type: Banners, microsite, rich media
Lynx's target audience of young males online were both nowhere for long and everywhere at once so to launch the new Lynx body spray "Instinct", Soap created a campaign revolving around a mass multi-player online game: "Primal Instinct" which invited young teenage cavemen to create an online profile and move around primitive terrain to attract "cave babes.".
Players were approached to play the game through social networking sites such as MySpace, Facebook and YouTube, through men's magazines, tv, cinema and even an iPhone application.
Just past the campaign's halfway mark, the KPIs had already been doubled with 70,483 unique game visits.
The Lynx campaign had a broad understanding of using creative to drive users through multiple existing digital platforms and creating a deeper brand affinity that echoes the brand voice. It had the right balance of innovation and messaging.