FMCG giant Unilever has announced that the Lynx Excite range shall be anticipatively launched on Apple’s iAd mobile ad network. The reasoning behind this suggests that the marketing heads were on the prowl for digital, pioneering ways to interact with their consumers and provide them with the feel of the iAd.
This off beat campaign idealised by BBH; the agency, will start flowing via the web based platform next week and undoubtedly, be followed by all the above the line advertising techniques such as print, TV, digital, gaming and out-of-home advertising and PR. The budget is a whopping £8.3m for this digitally enhanced campaign.
About the Lynx Excite. Well, the essence behind the ad would remain synonymous to the directorial theme of previous Lynx campaigns. This one, called ‘falling angels’ would portray the product fragrance to be so alluring that it would make female angels fall from the sky for it.
The focal point of this contemporary launch strategy is to tap into the iPhone and iPod touch users technical capabilities and provide them with an “immersive iAd experience”.
With the iAd, the user can watch the ad, download its wallpapers which include pictures of the Lynx angels and also procure and download the theme song ‘Sexy boys’ from iTunes. Not that this is very innovative, but to get all these services in a singular app definitely is.
Lynx brand manager Selina Sykes said, “We’re always looking for opportunities to engage with our audience in an innovative and creative way. As the digital age is upon us, iAd is the best platform to launch this new variant to reach our target market.”
Unilever’s Dove for Men brand was the first consumer goods product to advertise on the iAd platform. Other businesses who have also tapped into the digital media sector with the iAd are beer maker Stella Artois and leading French car manufacturers Renault.
Michael Shai is a proud contributing author and writes articles on many subjects including online marketing, website design, social media, ecommerce and many more online techniques. You can view more information on our Digital Agency London or Web Design London services at Digital Broadcasters located at http://www.digitalbroadcasters.co.uk
