Mindshare takes Silver at Global Festival of Media Awards
Congratulations to the Mindshare Lynx Apollo team who scooped a Silver at the Global Festival of Media Awards on Tuesday 8th April, in the Best Launch Campaign category.
Lynx Apollo is the biggest and most ambitious launch in the brand’s history. The meteoric campaign, which is sending one lucky Lynx fan into space, was supported across digital, PR, out of home and TV, and fans could enter at every touchpoint.
Using legendary spaceman, Buzz Aldrin as its brand ambassador, the campaign began with a big reveal on the 10th January, through which we executed the largest ever multi-media simulcast in history. This included a media first Shazamable TV ad as well as the largest ever digital OOH build in the form of a 40ft interactive astronaut which hung from the rafters of Westfield Shopping Centre.
The campaign drove mass participation, with the UK and Ireland accounting for a third of all global applications and 10,000 viewers Shazam’d our TV ad. It also drove growth of sales with the heroed Lynx Apollo products soaring; 19% higher than 2012’s launch.
According to David Ttiman, Lynx Marketing Manager, "With such a phenomenal prize up for grabs, we required a really innovative approach to our launch comms to make sure that the news was absolutely massive in the world of our guys, wherever they were. As a result, the UK and Ireland was far and away the highest performing Apollo market in terms of competition sign-ups for several weeks after launch, and gave us a great platform to grow sales across all three of our product categories”.