Lynx was on a mission to win over a new generation of men and ensure its iconic Africa fragrance remains relevant and appealing. The campaign's central message was Lynx Africa declaring itself 'The GOAT' aka ‘the greatest of all time’, and the ad itself took a playful and literal approach to claiming its GOAT status, with an animated goat taking centre stage
Plan
Lynx knew cinema delivered strongly for its core younger adult audience and would offer both high attention to the ad and premium associations too - ideal for the launch of the GOAT creative.
The campaign ran across key titles for young male demographic including Mission: Impossible - Dead Reckoning Part One, Oppenheimer and Indiana Jones and the Dial of Destiny. Cinema ran as part of a wider campaign that included TV, BVOD, Social, Online and Outdoor.
Results
Launching with cinema as part of the AV mix worked very effectively for Lynx across key campaign KPIs
+13%
uplift in those agreeing the ad left them with a ‘better impression’ of Lynx vs. control
+11%
uplift in perceptions that Lynx ‘is known for having the best fragrances’
