Extended from my previous blog “turn marketing ON, hot!,” not only Lynx is one of the very few companies that successfully use sex image as the figure of the brand, its communication was so effective that its campaign became “talk of the town” in just a slap of finger after its launch! The question is what was their strategy?The answer is its creative concept supported by widely integrated marketing communications – synergy.
Lynx concept is to elevate sex image to be even more tangible, to a whole new level beyond anyone can imagine: a team of models walk along in the city to give out brochure or the dream airline of all men.
Even though, its campaign “Lynx Jet” didn’t make to runway, but it was successful in term of creating customer awareness, leading people to question what in the world Lynx does? Its communication strategy of having many channels (print, direct marketing, etc.) working together produces a result not obtainable by any of the agents independently
(1+1 > 2).
Now Lynx is back even hotter and sexier with its new campaign “Lynx Lodge.” After its success with Lynx Jet, its current aim is to put customers in action – to boost sales. Lynx attracts its customer to, what it called,“ultimate man-cation destination” (activities include mud wrestling and games of Twister). By purchasing the products and send the numbers for lucky drawn, the winner will get to stay at the resort with seven friends.
While many men have expressed excitement at the idea on the company's Facebook page, not everyone is thrilled, with some criticising it as “sexist” and being marketed like a “brothel”.
Linkjacker also said on YouTube: “I'm sorry. No matter how you package it, it still looks like a brothel in a country holiday camp type environment.”
Matt Southern said on the Lynx Lodge’s Facebook page: “Get laid back? Really? Get laid. Implying something Lynx? Cheap marketing ploy.”
As a virile young man, I have to respect this advertising. Is it sexist? Degrading? Juvenile? Yes to all of the above, and that's why I love it.
ReplyDeleteAnd also, I guess one of their most effective channel is ambient - Last week, there were some hot lynx lodge model at the caulfied train station giving out brochures, gaining quite alot of attention. This is where lynx create a very strong brand touch point.
ReplyDeleteJust from my curiousity... how effective is this campaign running? is it as phenomenon as the old one?
It is not as phenomenon as the old one; but the campaign is pretty effective and budgeted! Its main channel is through online social networking. Even it may not get the sales to its target level but it put people attitude toward the brand in line.
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