Not Your Average Sampling...

The Brief

Lynx faced a significant challenge: 74% of young men didn't believe an affordable fine fragrance solution existed. The brand tasked us with getting +1 million noses to experience their Fine Fragrance Collection, specifically targeting males aged 11-24 at the closest point of usage. Our mission was to change perceptions through multiple sampling channels while driving measurable engagement and conversion.

Creative Concept

We developed an innovative three-step fragrance experience that subverted expectations through blind scent testing. By initially concealing the Lynx brand, we created moments of genuine surprise and delight when revealing its true identity. This approach directly challenged preconceptions about affordable fragrances, allowing the product quality to speak for itself. We designed custom sampling environments that elevated the fragrance testing experience beyond traditional methods, creating shareable moments to amplify our reach beyond physical interactions.

The Delivery

What began as a single festival activation evolved into a nationwide campaign spanning multiple channels and partnerships. We expanded our presence to three major music festivals; All Points East, Tramlines, and Boardmasters. We also leveraged strategic partnerships with Thorpe Park, Crepe City, and Footasylum to broaden our reach.

Our custom-built mist box and mist arch became centrepieces of the activation, appearing at high-traffic locations for 28 days. The campaign reached diverse audience segments including festival-goers, theme park visitors, streetwear enthusiasts, and students through a comprehensive NUS partnership that included 46 student events nationwide.

The Impact

The campaign delivered exceptional results across multiple metrics:

Brand Perception
• 72% of engaged consumers at All Points East viewed the brand favourably, compared to 39% of non-engaged attendees
• 87% rated Blue Lavender fragrance +4/5
• Many consumers initially mistook the fragrance for premium brands like Hugo Boss and Paco Rabanne
• 91% rated Lynx more favourably after the activation

Engagement & Conversion
• 78% reported likely to purchase within 3 months
• 63,846 direct IRL visitors measured by our counter
• QR code redemptions peaked with up to 79% increase during key activation periods

Event-Specific Impact
• 89% of Tramlines attendees were existing Lynx customers versus 42% at All Points East, demonstrating both retention and acquisition
• At Tramlines: 62% thought more positively about Lynx, 77% appreciated the creative presentation, and 63% discovered new products

The campaign successfully repositioned Lynx in the fine fragrance category while maintaining its accessible, confident brand personality, reaching a total of 217,471 opportunity to see across 18 deployments.

‍