LYNX:

Style Space

Opportunity:

The days of the "LYNX Effect" and problematic ads showing women drawn in hordes to any man wearing its fragrance are over (thankfully). However, the legacy of those days is still felt by LYNX to this day. LYNX needed to shift the needle on their brand perception amongst a more mature, sophisticated audience.

Solution:

Don't tell people you've changed; show them. In partnership with VICE and key influencers, we launched Style Space, a temporary social club in Sydney's hippest suburb that celebrated, enabled and expressed effortless individuality amongst guys and girls of Sydney. Imagine the best parts of your local bar, barber shop and private members' lounge meet.

Experts with different passion points ranging from music, gin and design through to hair, scent and styling were on hand to help enable guys to find their own individual style.

Results:

• Those that visited Style Space increased their positive perception on LYNX as a brand from 35% to 93%

• LYNX experienced a 26% uplift in sales