50% of people online in Europe have asked someone on a date using email, 20% of guys between 16-24 met their girlfriend online. Guys are spending more and more time playing the seduction game online. This posed a threat to the brand promise.We needed to encourage guys to get back out there chasing girls in the real world, by equipping them with the right knowledge and tools.

Using the mobile phone is the best way to do this. Guys have it on them all the time and it’s with them when they’re out chasing girls.

The Lynx Get In There UK campaign officially launched in February of 2007. There have been an impressive 40,000+ downloads of the mobile content from lynxeffect.com and through viral spread.

Our challenge was to encourage boys who flirt online to get out there talking to real girls, where the Lynx product can play a role.A series of 6 mobile applications were created, the first 2 are sonic tools aimed at a girl’s laughter spot:Lynx FX – a smorgasbord of witty sound effects to your night out.Fit Girl Finder – sat-nav for your love life. A honey radar & heart beat monitor rolled into one.

16 to 24 year old bedroom-bound boys.