We copied airline behavior to fuel the fantasy and surround the target. We launched with TV in the World Cup Qualifier, crashing Qantas’s ‘airline’ exclusivity.We created content on targeted radio (e.g. interviews with ‘Mostesses’).

Newspapers messaged Lynxjet prices.

Online, we created a mock booking system & we staged a recruitment drive for “Mostesses” on employment sites.We delivered an airline experience by taking a mobile ‘Mile High Club Lounge’ to the streets.

Lynx (Axe globally) is a male targeted Body Spray with an irreverent brand personality that is focused around public, playful fantasies.Lynx's problem was that guys 17-25yrs stopped using the brand because they perceived it to be for their younger brother. Lynx needed to actively engage 17-25yr old males

Controversy is a measure of success! The plane was pulled due to a threatened strike by actual cabin crew! Brand share jumped to 84.5% - an all time high! The measure ‘is a sexy brand’ increased by 10%. Over 658,000 unique page views (27% of the target!).

Two distinct phases:1/ CREATE THE MYTH: a plane was re-branded LynxJet; viral launched the ultimate mile high fantasy club; there was signage at check-in counters; locker/seat/ticket advertising; sampling girls (Mostesses) acted like air-hostesses and became walking billboards.2/ FEED THE MYTH: A playful edge was added to traditional airline infrastructure: we created a website (www.lynxjet.com) and mobile ‘Mile High Club’ lounge. Then we imitated traditional airline advertising, with messaging targeting males.

The first overseas trip (without parents) is an AUSTRALIAN rite of passage. It represents the move into adulthood and is associated with freedom, including sexual freedom. It starts when they get on the plane - the mile-high club is within reach (in their dreams!).To feed this fantasy, we created an airline - LYNXJET. Our strategy was to BEHAVE EXACTLY LIKE AN AIRLINE in media targeting young males. This integrated campaign incorporated an actual branded airplane (the LynxJet), real life air hostesses (Mostesses), a mock check-in service online and other airline-style communication. Young guys believed their fantasies had become reality!