The Lynx All Nighter is an event jointly owned and created by Essentially and EMI Music after Unilever tasked Essentially with creating an intellectual property to support the launch of a new deodorant for Lynx and achieve its campaign objective of driving the Tesco Shopper conversion into male toiletries through a brilliant execution of a different activation model for Lynx.
Objectives:
• Create a “must attend” event
• Secure talent that people want to see
• Make the venue desirable and relevant
• Build brand equity
• Showcase emerging talent that become “the next big thing”
• Engage with Lynx audience
• Digital unique content from the event
• PR content from the event
• Lynx Experiential activity – Lynx girls in attendance
• Ultimately produce an event that increases product sales via the promotional mechanic
Result:
Essentially event managed the Lynx All Nighter for the second year running which took place at The Coronet Theatre in Elephant and Castle on Saturday 12th November attracting a crowd of over 2,500 people with an artist line up from the current dance scene including a mind blowing performance from the chart topping Calvin Harris and other great sets from Alex Metric, The Japanese Popstars, Fred Falke, Chris Lake, Burns and Lynx Be a Music Star winners The Fridge Magnets.
Essentially and EMI Music worked with Unilever and its agencies to create an event that supported a successful campaign that delivered for Lynx and Tesco’s. Creating a controlled environment provided Lynx with the ability to brand the live music event with Lynx Music Star and incorporate brand messages, data capture and experiential activity.
A brilliant Tesco in store activation led to strong sales results and a hugely successful full price feature. Consumers loved it and Music Star has remained on of Unilever’s best selling Lynx deodorants in store.
Success was achieved across the execution of a multi-channel communication plan especially from a digital perspective.
The success of this year’s campaign has shown once again that music is a good fit for Lynx . |
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