THE TASK

For the 2013 Lynx Apollo launch, the biggest and most ambitious in the brand’s 30-year history, an epic global competition was instigated to send someone into space. To kick off the intergalactic adventure in the UK, a nationwide Digital Out of Home campaign was needed to build awareness for the new space themed fragrance and to drive participation in the competition to go to space! The OOH activity needed to help the audience visualise themselves as astronauts to encourage them to enter this once-in-a-lifetime chance to blast into orbit.

THE IDEA

A staged Digital OOH campaign was developed to build intrigue and excitement prior to launch. This was followed by an interactive recruitment drive to encourage participation in the contest at lynxapollo.com and culminated in an incredible 40 foot, socially enabled astronaut where passers-by could become the hero.

THE EXECUTION

Countdown to Launch: Thursday 10th – 14th January

A dynamic countdown clock appeared across Rail and Underground screens to build anticipation and excitement for the launch of ‘APOLLO’. At 9pm on 10th January, a special launch film premiered as part of a media roadblock across Outdoor, online & TV.

Recruitment Campaign: Monday 14th – 28th January

A specially shot linear campaign followed, featuring an astronaut casually saluting the audience and the strap line “Leave a man come back a hero.” The tailored, geo-targeted creative ran across 12 different Digital OOH networks including mall, bar and commuter locations and carried location relevant executions. The call to action encouraged people to enter the contest online at lynxapollo.com complemented by targeted mobile texts.

“Astronaut Me” Interactive Digital 6-Sheets: 28th Jan – 11th February

Eye-catching interactive touch-screen bus shelters and mall screens encouraged passers-by to take a picture and put themselves in the creative as the astronaut. ‘Astronaut Me’ enabled participants to become the ‘hero’ of the digital 6 sheet campaign and then share and tag completed pictures on Facebook.

“Astronaut Me” Giant Interactive Astronaut Westfield Special: 25th Feb – 11th March

The campaign outreach culminated in the largest interactive Digital OOH special build to run in the UK. A 12 metre tall, 2 tonne interactive astronaut was installed above the crowds in the Atrium at Westfield London. Surrounding digital OOH and geo-targeted texts and invited shoppers to use their mobiles to submit an image of their face to become part of the giant installation. Within moments of interacting, participants could see their face displayed in the visor of the giant astronaut, taking them one step closer to space!

The 2 week installation was closely integrated with Twitter and Facebook activity and supported by proximity texts. Participants submitting images via email automatically received an in-situ photograph of themselves starring as the astronaut to share online with friends and family. A video of the Westfield astronaut in action was posted on the Youtube channel helping to further extend the life of the campaign to online channels.

THE RESULTS

Adopting a range of digital OOH formats, techniques and special builds, we were able to deliver a multifaceted campaign that was dynamic, responsive, participatory and fully integrated with Lynx’s all important online and social channels. To date almost 87,000 people have gone online to register their interest in winning a trip to space, and almost 700,000 votes have been cast.

The interactive digital 6 sheets succeeded in attracting over 30,000 interactions and generating 5,500 photo submissions from across the UK. The special build giant astronaut created a real buzz at the Westfield Centre where it was seen by over 1.04 million people during the fortnight. 1 photo submission was received every 5 minutes and 95% of people who participated went on to download their photos from the website and 70% of these were via their mobile phone. All in-situ photos were shared with Lynx’s 1.2 million Facebook fans and total impressions exceeded 18,500. The ‘making of’ Westfield video went on to generate 54,750 views on Youtube.

This ambitious digital OOH campaign for Lynx successfully delivered ‘real world’ experiences with digital outcome. It made full use of Digital OOH’s ability to get people participating in the campaign itself and captured and shared that moment. This new digital content then fuelled online participation and helped to drive people to LynxApollo.com.

The interactive digital 6 sheets delivered over 30,000 interactions and generated 5,500 photo submissions.

The special build giant astronaut created a real buzz at the Westfield Centre where it was seen by over 1.04 million people during the fortnight. One photo submission was received every 5 minutes with a 95% download rate for their photos from the website.

In-situ photos were shared with Lynx’s 1.2 million Facebook fans and total impressions exceeded 18,500.

To date almost 87,000 people have gone online to register their interest in winning a trip to space, and almost 700,000 votes have been cast.