Unilever chief marketing officer Keith Weed is putting his company’s money where his mouth is with the new campaign for the Lynx Excite range, which will be spearheaded by an iAd promotion by BBH on Apple’s mobile advertising network.
According to Marketing Week, the audience will be able to watch the ad, download wallpapers of the Lynx angels and get the theme tune “Sexy Boys” from iTunes, all from within their app.
Weed’s commitment to digital media is demonstrated by the fact that the iAd campaign will come out a week earlier than the rest of the £8.3 million marketing boost, which will include print, TV, gaming, out-of-home and PR. And Unilever was the first company to use the iAd platform, with a campaign for the Dove for Men brand.
As with all attempts to find innovative and creative ways to reach an audience, the key factor is not the media channel but the quality of the idea.
Lynx has shown some fine form in this respect, notably with its wake-up call app that operates in India. Young guys download the app, set the alarm and get woken up the next morning by a sultry-voiced Latika whispering sweet nothings in their ears.