Campaign Information In order to successfully launch the new body spray Lynx Instinct, we had to bring out the caveman in teenage boys across Australia. That may not sound hard, until you consider the target species’ nomadic nature.
At the heart of the campaign was a mass multiplayer online game Primal Instinct which enlisted teenage cavemen to the ultimate challenge to attract the last of the world's cave babes. To recruit players we approached them in their natural habitats – ranging from MySpace, Facebook, YouTube through to men’s mags, tv, cinema and even an iphone app –all driving to the multiplayer game.
The result was an integrated campaign with a game as popular as it is addictive. The lesson? These days, even going back to the Stone Age means embracing the power of digital.
