Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly search for innovative ideas that get people talking. This week he looks at Lynx Apollo, the campaign to send a man into space.
So, Lynx is going to send a man into space. That sentence alone is enough to generate chatter amongst the masses. Add to that the fact that the man is going to be a member of the public and you have the makings of an extraordinary campaign. The gravitas of this ambitious, hugely expensive and, let’s be honest, truly momentous marketing push is hard to ignore. After the global success of Red Bull’s exemplary Stratos leap, this activation from Lynx is bound to secure Lynx a place in brand history.
To find the right candidate a competition is being run across 77 countries, from which 22 places at the Lynx Space Academy will be awarded. This number will be whittled down through mental and physical tests until one lucky person will be bound for space, giving him the ultimate “Lynx Effect”. The Unilever brand launched the campaign with Buzz Aldrin, pilot of Apollo 11. Alongside this, astronauts were also spotted in various places across the UK carrying out everyday tasks to reinforce the message that anyone could be in with a chance of heading into space.
Read an interview with Joss Davidge, Business Director of brand experience agency BEcause, in our online Clubhouse. Read more BEcause blog posts. Visit their website, and tweet @becausexm.
