The product launched over a week ago. This follows the brand's global ads illustrating the 'Lynx effect' featuring a man bombarded with sexy girls in bikinins after using Lynx on the beach.
The Hong Kong launch campaign includes an unusual YouTube video showing the Lynx babes climbing out of the frame to get closer to the viewer, lured by the 'Lynx effect'. The video is supported by a Facebook fan page where users can 'like' the Lynx babes and add them as friends. Ads on Yahoo and Nextmedia.com are also going live today.
Offline elements in the campaign include a TVC going live on TVB Jade tonight, print ads in youth magazines including East Touch and Milk, and MTR OOH executions going live at the end of the month.
PHD HK is the media agency in partnership with GroupM Interaction as the creative digital agency for digital strategy, creative and social media.
Several further phases of the campaign will be progressively released throughout the year.
Campaign Lynx Hong Kong Launch
Digital agency GroupM Interaction Hong Kong
Media agency PHD Hong Kong
Account servicing Kenneth Wan
Creative director SiuHung Tang
Social media Monica Lee
Video production Philip Cheung (StudioVoice)