The Lynx ‘Bom Chicka Wah Wah’ Rally
Our Mission
Take Bom Chicka Wah Wah and create a powerful communication idea to help drive sales volume.
Our Idea
'Pulling' is a favourite game for young guys and 'hunting in packs' aids their confidence. We devised the ultimate 'pulling game', where teams of guys competed to gain fame, peer group approval and beautiful girls. The finalists were flown to Miami to pit their pulling powers against each other to win over the 'Lynx Mynxes', led by uber-babe Kelly Brook. The Bom Chicka Wah Wah Rally was born.
Our Execution
To get our guys involved in the Rally we signed up a series of media partners that young men identify with. These included MTV (ad spots - which made #3 in Adwatch), Yahoo! (homepage take-overs), Emap (radio ticket giveaways and voting), T4 (competition) and 3 mobile (to drive traffic to the WAP site).
The event kicked off with Kelly Brook and our 'Mynxes' asking guys to submit videos to LynxPlayers.com. Heavy-weight outdoor, featuring Kelly, promoted the competition in high streets, universities and bars, while promotional spots ran on MTV. A branded 'Lynxplayers lounge bus' also invited guys inside to film and submit entries.
Four regional winning teams were chosen and flown to Miami for the finals where they competed in 'pulling' tasks. Footage from the Mynx cams ran on FHM.com and Yahoo! The rally culminated in a full-length 'Bom Chicka Wah Wah Rally' programme of the final on MTV.
Our Success
Lynx saw a 45% sales uplift, its strongest performance for three years.