As much as things like this make me cringe, you have to give it to Lynx for sticking to their guns when it comes to their branding. Of all the deodorant brands on the shelves, I can’t think of any brand that has so vehmently crafted their space in the male deodorant market. And they’ve been doing it for years -- a clear voice, a simple idea, relevant differentiation and a consistent delivery of promise. Classic branding, done well. And while this particular execution reeks of Jeremy Beadle, it’s an original and very loyal idea. Pat on the back for integrated marketers Lounge Group for coming up with this.
This week has seen a couple of campaigns making use of people’s phones in order to engage an audience..
A few months ago Toyota released an iPhone app as part of a digital push to draw attention and educate people about the Prius. It allowed you to do a whole bunch of quirky things; a 360″ tour of the interior, the ability to play games, watch ads, draw pictures….. cute little things -- all in-sync with the green natured Hybrid category.
But now Toyota have increased the scale a bit. If you have the app, you can now send pictures that you’ve drawn and get them uploaded onto a giant screen in Times Square for all to see. Watch the vid below for a better idea.
A lot of buzz will come out of this, however I can see it wearing out quickly. After all, how many scrappy drawings can you admire before it all becomes a bit samey? It’s also not going to be live in any sense -- I imagine there will be a HUGE cue of people wanting to get their images broadcasted. It would definitely be more interesting if they could do it so it was more instantaneous and perhaps involved people working together in some way..
Next up is something from Axe Uruguay . Though less green…more blue.
In support of two new fragrances of deodorant spray (one for the day time, one for the night time) a cheeky little print campaign (Lowe Ginko) provides the creative synonym to the sell. The idea, is that after a certain time of the day, sending an SMS text to a designated number will result in you being sent the missing pieces of the picture on you mobile phone. See scantily clad woman below.
Although it feels a little confused to me (day time/night time fragrances = quite premium, mobile phone & voyeurism = not quite premium), it fits perfectly with Axe’s brand promise and the Nuts reading/Dixons employed demographic that tend to buy into this kind of brand (if they have such a thing in Uruguay). I think Axe has pulled this off.. Just. From a measurement perspective there’s also an implication for getting hold of some hard engagement measures using this kind of SMS mechanism -- I’m sure the media bods at Axe will be keeping abreast of all things in that area.
