// THREE-DIMENSIONALISING THE BRAND
Client: Unilever
Country: UK
Title: Click with Lynx
Challenge:
To support their new TV campaign, which featured Ben Affleck counting the number of times pretty girls gave him the eye, Unilever wanted to put physical ‘clickers’ into the hands of Lynx fans. But how could they achieve this within budget ?
Campaign:
Working with BBH, Sponge delivered an elegantly simple solution.
The TV campaign was extended to include a new call-to-action. Consumers who wanted to ‘buy’ a clicker for £1.50 were able to do so via premium rate SMS, simply by texting CLICK to a dedicated shortcode.
Respondents received a unique PIN, together with directions to a microsite. Clickers were despatched to everyone who entered their contact details and a valid PIN on the site.
Results:
Uptake massively exceeded expectations, with 350,000 clickers despatched – and at virtually no cost to the brand. So if someone’s ever ‘clicked’ at you in a bar…now you know who to blame!
