Axe: Get In There

Lynx, the U.K. iteration of male-friendly, Unilever-owned grooming line Axe, is giving blokes a few digital routes to flirt with the birds in its new "Get in There" campaign. 

With its direct tagl

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Lynx, the U.K. iteration of male-friendly, Unilever-owned grooming line Axe, is giving blokes a few digital routes to flirt with the birds in its new "Get in There" campaign. 

With its direct tagline in effect, BBH, London's initiative for Lynx combines web and mobile applications aiming to give guys that special edge. The hub site for the campaign is divided into three steps, starting with "Get Inspired", which features several sections to get you on your way including an introduction to the Lynx guys (an engaging foursome trying to get in with the ladies), video footage of the guys' efforts and a section of "gems" to disarm females, such as a link to adopt an animal via the World Wildlife Fund, a recipe list and an option to send an e-kiss to your potential paramour.

Once inspired, visitors can get tooled up in step two, which lets you download widgets, get health tips through hot links to real fitness/MD sites, update the wardrobe via e-retailers, check out prime spots for "birdwatching" and most significantly, download clever mobile applications to take your charm to the streets. The mobile weapons of mass seduction include a "Fit Girl Finder" and the "Lynx FX" soundboard, where budding studs can use sound samples to claim Porsche ownership, play the harmonica or scan for body piercings with sounds including a central locking system, musical instruments and a metal detector. 

Finally, step three offers monthly challenges to use different techniques to hook up (video footage of the Lynx guys serve as a guide), a link to submit your own mobile-shot video and an archive of recently updated consumer-generated footage. 

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About

Credits
Date
Jan 09, 2008
Client:
Axe
Agency:
BBH London & New York
Creative Director:
Rosie Arnold
Production Company:
Preloaded
Tags
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