The sun's come out, the sound of (possibly Angry) birds fills the air, and windows are starting to creak open - yes, Spring is here, and with it advertising's silly season. One campaign I've enjoyed is for deodorant brand Lynx - it's amusing, always fresh, and doesn't take itself too seriously. (Well, you can't take yourself too seriously if you're under £3 at Boot's.) Here's one of the ads....
The campaign's concept revolves around the supposed irresistibility of Lynx to women. Well, I can't see it myself, but at least the ads are fun - and they're extending the concept in several ways, like this real-life event in London's Victoria Station where a team pasted in some footage of an angel "falling to earth" on top of a bit of film footage featuring ordinary (perhaps not even Lynx-wearing) male commuters.
Adds a nice bit of brightness to the morning commute, doesn't it? But here's our view at Rapide: they missed a trick here. It appears the Lynx people sent a team to the station to do the technical stuff. What if they'd gone one step further - and made it fully mobile, with a app (perhaps on Apple's iPhone) that recognised the "hotspot" if filmed using the phone's camera, and did all the stripping-in of the falling angels itself?
This would have added something, I think - letting the people get involved in their own filming. It would also have scaled up well - instead of a single day at a single station, the app could have been rolled out at hundreds of stations, shopping centres, sports clubs.... or anywhere! The technology (it's similar to QR codes) already exists, so it wouldn't have been much of a step - and could have been a great investment.
Nonetheless... well done, Lynx, for bringing a smile to our day!
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