Lynx

lynx rebranding digital outdoor marketing campaign

The Objective

Lynx had two main objectives as a result of their campaign. Firstly to make Lynx an iconic male grooming brand for a more sophisticated audience. Secondly, to get guys to fall in love with the brand again and strengthen brand affiliation with their key target audience whilst also converting new clients.

The Strategy

Primesight offered Lynx access to cinema goers through their foyer D6 network that had been specifically targeted against films that we know over index against a 16-34 male audience. This level of data for targeting was achieved through our partnership with DCM/P&D. Cinema already helped us deliver the hard to reach young male audience and our further use of insight and data helped to deliver greater efficiency when deploying the admissions.

The Execution

Primesight constantly optimized future bursts and timings based upon new films landing in the schedule. The activation was further amplified by using contextual copy relating to the films targeted to drive greater brand recall.

The Outcome

"We are really pleased with our Lynx cinema admissions campaign, particularly the unique trading method which has allowed us to efficiently target that hard to reach young male audience. With purchased admissions being deployed based upon audience insight and future admissions constantly being optimised to new films in the schedule, we have a fluid and dynamic campaign. This activation has been further amplified by using contextual copy relating to the films targeted to drive greater brand recall." James Byard, Group Account Director, Kinetic

Goals

    • Driving brand recall
    • Increase customer sophistication
    • Drive purchasing intention
    Download as PDF >

    Press

    Primesight wins AGS airports contract!
    (01/11/17)

    Primesight expands airport portfolio for advertisers We have today announced our win of the airport advertising contracts for Glasgow, Aberdeen and S...

    Read More >
    Primesight shortlisted in three categories at The Drum's COOH Awards!
    (13/10/17)

    For Experiential/Ambient, Multi-Platform Campaign and Use of Digital Technologies Announced via The Drum's COOH Awards Twitter account on Friday 13th ...

    Read More >

    Opinion

    AI Armageddon: The destruction of media and culture as we know it (or the rebirth)?
    (09/11/17)

    Primesight at Mindshare Huddle 2017 However long you've been attending Mindshare's Huddle (and this is their seventh year) there's always something t...

    Read More >

    Media

    More Tweets >