We used channels that; naturally supported the content, would drive immediate viral pass-on and fueled intrigue.

Online, we seeded “Clicking” information on blogs to generated buzz. A viral email was produced and disseminated.

The tour reached beyond those attending the gigs. Posters and flyers promoted each gig and created wider awareness of “Clicking”.

The Rappers were interviewed on radio and in newspapers, extended the message to other channels, in an integrated way and without cost.

From the insight that “men are competitive”, Lynx Click, was launched. Our challenge was convincing males to use “Clickers” (people counters) to keep score of each time they received a flirtatious look from a female. By making this behaviour (“Clicking”) a craze, interest in the product and TVC would heighten.

“Craze” successfully created. 35,000 visited the website, 15,000 attended the gigs, Blog references and PR reached millions. 20,000+ Clickers distributed, important their use was known and credible.Sales prior to the TVC airing far exceed targets, quarterly target reached within a month. Most successful Lynx Australia launch in recent history.

We employed web designers and events organisers to ensure that the message was seamlessly integrated into each channel.

Website visitors could watch candid videos of “Clicking”, receive tour information and redeem their own Clicker.The “Click Tour” also communicated effectively. Each male attendee received a clicker and “Clicking” was integrated into onstage performances. The Rappers; wore “customized” Clickers, performed before a “Click Tour” banner, referenced “Clicking” in song lyrics and in adlibbing between tracks.

Getting guys “Clicking”, required us to make it a desirable behaviour. Selecting Hip-Hop as the campaign “environment” enabled us to deliver messaging about girls “checking out” guys. Rappers helped us create content.We produced a website containing hidden camera footage of the Rappers attempts to “chat up” girls. Clickers recorded the number of positive reactions they received. An experiential element would encourage the adoption of “Clicking” - we created a 13 gig tour (Click Tour). Our Rappers devised performances that explained and glamourised “Clicking”. Promotional material was also produced.To accelerate “Clicking” adoption the branding (pre TVC) was very subtle.