Lynx New Zealand leverages trans-Tasman rivalry with ball tampering dig, new campaign

Unilever has launched the Lynx New Zealand campaign, which draws on the successful Lynx Australia fragrance launch from earlier in the year.

The campaign creative is a continuation of the Lynx Australia film released earlier this year. Each features Kiwi star Julian Dennison.

The latest release from creative agency Emotive, sees Dennison learn that ‘it’s all about the confidence’ and features his Australian rival ball-tampering during a handball showdown.

“The success of the Lynx Australia piece saw countless calls for a sequel from fans online,” says Zane Pearson, the films’ director and creative director at Emotive. “This afforded us a special opportunity to continue the story with the launch of Lynx New Zealand, knowing that our target audience was already anticipating the next chapter.”

“We picked the storyline up from where we left off and with the introduction of the new product we were able to give the Kiwis a platform to fire a few shots at the ball tampering Aussies while furthering Lynx’s association with the notion of confidence, he says.

 

The Australia campaign reached over 15 million people and generated nearly 11 million views with an organic view rate of 6.1%, driven by over 30,000 shares and 70,000 tags.

Here’s the original ‘Find your Aussie magic’ Lynx Australia ad.

 

The new campaign, comprised of a 60-second video and 30-second video will run across digital and social in Australia, and across television, out-of-home, digital and social in New Zealand.

Earlier this year, Air New Zealand mocked Steve Smith’s involvement with the ball tampering scandal, with its ‘Hey, Steve’ social media ad.

 

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Ben Ice
BY Ben Ice ON 23 July 2018
Ben Ice was MarketingMag editor from August 2017 - February 2020