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.

Within four weeks of launch, market 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.

Lynx Jet acted exactly as an airline. A viral web spot first established the antics onboard and created talkability. Then a launch DRTV spot established the brand and drove traffic to the website, where flights could be "booked" and people could join the Lynx Jet Mile High Club. Lynx Jet girls - 'mostesseses' - took to city streets as ambient media flirting with guys and handing out cards driving to web and SMS. PR amplified this. Retail press advertising highlighted fictional destinations and price points.

Lynx Jet was a true 360-degree direct response campaign.