Unilever readies Lynx Excite launch on iAd

The campaign for Unilever’s new Lynx Excite range will launch on Apple’s iAd mobile advertising network, as part of the brand’s strategy to find innovative ways to engage with its audience.

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The iAd campaign, created by BBH, launches next week and will be followed by print, TV, digital, gaming and out-of-home advertising and PR, as part of an £8.3m marketing spend.

Activity for Lynx Excite builds on the previous Lynx ad theme. Called Falling Angels, it claims the products’ fragrance is “so tempting it will make female angels fall from the sky for it”.

Unilever says it aims to reach iPhone and iPod Touch users with an “immersive iAd experience”. Users can watch the advert, download wallpapers of the Lynx angels and purchase and download the theme tune Sexy Boys from iTunes, all from within their app.

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Lynx brand manager Selina Sykes says: “Lynx is always looking for new opportunities to engage with its audience in an innovative and creative way. As the digital age is upon us, iAd is the best platform for us to launch this new variant Excite to reach our target market.”

Unilever’s Dove for Men brand was the first consumer goods product to advertise on the iAd platform.

At the time, Unilever CMO Keith Weed said: “Unilever has always been an innovator in advertising. We are now leading marketing into the digital age where the key will be to unlock the potential of mobile.”

Readers' comments (2)

  • I wonder if this will just be an expandable like the campaigns run in the US. Unilever ran a successful campaign with Greystripe (iAds biggest Competitor) with both Dove and Axe so i wonder if they opt for the same full page ads with Greystripe in the UK also.

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  • Thanks Rosie, it is truly exciting to see how mobile advertising is evolving as smartphones populate the market at a very surprising rate. Selina is correct in stating "the digital age is upon us." Something to consider with iAd campaigns though, is the limit being placed on your potential reach. There are two things that every mobile phone in the world today can do, make calls and text. It is because of this fact that SMS is still the preferred channel for mobile marketing campaigns. MMS and web browsers are nice compliments, but each severely limits your potential reach. This is why, at Globaltel Media, our customers have enjoyed great success in launching customized, two-way SMS-based marketing campaigns. Utilizing the real-time response rate tracking of our solutions, customers have been able to better tailor their respective campaigns to drive increased results and build those customer relationships. Thanks for the great read Rosie!

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