Unilever’s LYNX has today launched the LYNX New Zealand campaign in response to a successful LYNX Australia campaign, with Kiwi star Julian Dennison reprising his role in the creative and reasserting his national allegiance by switching out LYNX Australia for LYNX New Zealand.
The campaign’s creative is a continuation of the LYNX Australia film released earlier this year – both from creative agency Emotive – and sees Dennison’s character, Humphrey enjoying his new-found, LYNX Australia-inspired confidence until an Australian arrives in town, creating an ‘Aussie problem’.
Unbeknownst to Humphrey, LYNX New Zealand now exists and after using the fragrance he regains his confidence and challenges the Aussie to a handball competition. Despite suggestions of Australian ball tampering, Humphrey goes on to win the match and reveal his secret weapon. Confidence, bro.
“The success of the LYNX Australia piece saw countless calls for a sequel from fans online. This afforded us a special opportunity to continue the story with the launch of LYNX New Zealand, knowing that our target audience was already anticipating the next chapter,” said Zane Pearson, Creative Director and Director at Emotive.
“We picked the storyline up from where we left off and with the introduction of the new product we were able to give the Kiwis a platform to fire a few shots back at the (ball tampering) Aussies whilst furthering LYNX’s association with the notion of confidence.”
From Sunday, 22 July to Sunday, 18 August the LYNX New Zealand campaign, comprised of a three-minute hero video, a 60 second video and a 30 second video, will run across digital and social in Australia and across television, OOH, digital, social in New Zealand.
The creation of both the LYNX New Zealand fragrance and campaign comes off the back of a highly successful LYNX Australia campaign which reached over 15 million people and generated nearly 11 million views with an impressive organic view rate of 61%, driven by over 30,000 shares and 70,000 tags.
Despite the fickle, thumb-scrolling nature of the audience, engagement proved high with the campaign moving beyond the realms of owned channels and into mainstream culture, gaining meme status and propelling LYNX Australia to the number two variant in the category after launch.
“The LYNX Australia campaign created a strong start to 2018 for LYNX and we look forward to seeing this success continue with the continuation of the story. As a brand, we have evolved to appeal to the humour of the modern young guy whilst maintaining our irreverent witty tone and delighting with fun in an authentic and local way,” says Markus Rehde, Unilever Marketing Director, Personal Care.
LYNX Australia is available nationally at supermarkets and pharmacies for RRP $6.29 AUD. LYNX New Zealand is available in New Zealand at Countdown, New World, Pak n Save, The Warehouse for RRP is $7.18 NZD.
Client – Unilever
Markus Rehde – Unilever Marketing Director, Personal Care
Kristy Rutherford – Male Grooming Marketing Manager
Kate Westgate – LYNX Brand Lead
Creative, Production & Amplification – Emotive
Simon Joyce – CEO & Lead Strategist
Marshall Campbell – Business Director
Zane Pearson – Creative Director, Writer & Director
Nathan Burley – Additional Writer
Alistair Pratten – Senior Producer
James Brown – DOP
Uthayan Selvaraj – Editor
Jamie Crick – Talent Social Amplification
Media Agency – PHD
PR Agency – Liquid Ideas & Spark PR NZ