Lynx (Axe) body spray promises to make young men successful with women - bringing to life guys' “public, playful fantasies”. In 2005, whilst still potent amongst core users (13-16), Lynx had started to lose relevance to older (17-25) guys. A core insight was that 17-25 is a time of first overseas trips - freedom, escapism and women.Media identified an opportunity to take advertising space on a commercial aircraft.

Creatively, we believed a far bigger idea would be to launch a mythical airline - Lynx Jet - the ultimate public, playful fantasy.

We decided to launch an airline through a multi-channel promotional campaign. Who cares if it wasn't real? Why let the truth stand in the way of a great male fantasy. TV, press, outdoor, radio and Mostesses on the street drove traffic to the website. From there you could (almost) book a flight and join the Mile High Club and receive a membership card through the mail.

We wanted people to believe the airline was real, and for much longer than we expected, they did.

Within four weeks of launch, brand share jumped to 84.5% - an all-time high. The three-month sales target for the Lynx Jet deodorant was achieved in six weeks.In 3 months our website achieved over 658,000 unique visitors, guys emailed, phoned, and texted the 'mostesseses' directly, 11,500 people joined the Lynx Jet Mile High Club, the airline was discussed on weblogs globally and the campaign achieved $490,000 of free PR, adding 35% to the campaign's paid media budget.

In the promotion of Lynx to young males, creating male fantasies had never hit this level of involvement. Millions of people believed the airline was real, some still do. Maybe they just wanted to believe. In all the touchpoints, from the Mostesses to the Mile High Club, people were heavily involved with the brand.Looking at the results, this translated to record sales not only of the limited edition Lynx Jet spray, but to the other lines as well.