Abbey Klaassen (Editor)'s Advertising Age - 28 March 2011 PDF

By Abbey Klaassen (Editor)

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Campaign budget Between A $100,000 and A $200,000. 46 The Best Digital Marketing Campaigns in the World Target audience Lynx’s core audience is males aged between 14 and 21, who are already familiar with the brand’s famous promise: ‘Lynx – helps you in the mating game’. The mating game is, of course, as popular as ever with Australia’s young males, but the way people play that age-old game has evolved. To connect with them effectively, Lynx’s strategy needed to evolve too. Market research demonstrated that the target demographic were also passionate gamers and extremely social online users: ●● 97 per cent of teens aged 12–17 play computer, web, portable or console games; 50 per cent played games ‘yesterday’.

73 per cent play games on a desktop or a laptop computer. ●● More than 75 per cent of the core demographic within Australia are on Myspace. ●● Almost 100 per cent of the target audience contact each other each day by way of a social setwork platform. Action To launch the new body spray Lynx Instinct, the brand engaged Soap Creative, a leading digital agency in Australia. The strategy the agency developed was inspired by the name of the new spray, ‘Instinct’, and set out to bring out the caveman in young males across Australia.

Really understanding your audience and creating imaginative content that resonates with them is a critical component of any online marketing campaign. But if you can take things one step further and trigger the inherent desire we all have to share ‘cool’ stuff with our friends, you’re on to a real winner. That’s something that’s clearly demonstrated by the success of this campaign. The Doritos Hotel 626 microsite. com Credits Client l Frito-Lay Geographical scope l Agencies l United States Goodby, Silverstein & Partners, San Francisco Creative directors: Hunter Hindman and Rick Condos l Site development: B-Reel, New York Awards l l l l l l l l l l l l One of Contagious Magazine’s ‘Most Contagious’ pieces of 2008 FWA’s People’s Choice Award 2008 AdCritic’s Most Viewed Interactive Item 2008 Gold One Show Pencil – Brand Gaming Category Gold One Show Pencil – Product-specific Microsite Yellow D&AD Pencil – Websites/Microsites Gold Cannes Lion – Cyber Category Bronze Clio – Consumer-targeted Site Bronze ANDY – Digital Category New York Festivals Grand Award – Best Microsite Webby – Food and Beverage Category Doritos Hotel 626 Creative biographies Rick Condos and Hunter Hindman Rick Condos, Executive Creative Director and Associate Partner Rick rejoined Goodby, Silverstein & Partners in 2007 after spending two years at Wieden + Kennedy Amsterdam as Creative Director on Coca-Cola.

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