Unilever digital strategy: See Lynx/Axe Anarchy invisible campaign

  Unilever's Lynx brings out another digital campaign:  special LCD screens and polarised sunglasses that allow you to view otherwise invisible yet unique content - all whilst rising to the top for engagement and interaction and increasing their marketing ROI. To mark the launch of Lynx Anarchy Soap Creative have come up with something...invisible actually! The first ever invisible campaign sees special LCD screens set up in the windows of a town house in Sydney. The only way the passers-by could understand what was going on was to put on the polarised sunglasses, which were being handed out on site. Only then would they see all the chaotic shenanigans going on in the windows of the house; from a dog swimming in a flooded room to a couple "getting busy" next door. We have already seen Lynx embrace digital and make the most of the opportunities it gives to interact with and even entertain their consumer. Take for example the augmented reality campaign enabled by JCDecaux in London's Victoria Station for Lynx Excite. The campaign, a brainchild of Grand Visual, grabbed the attention of almost every demographic by allowing travelers to see a beautiful Lynx Angel fall out of the sky and land next to them on one of Victoria's giant digital screens. This multi-platform campaign also made an appearance on the first ever touch-screen-enabled bus shelters in Russia. Travelers could interact with the angels and sign-up for additional content via their email. Such campaigns reflect Unilever's focus on digital in response to cuts in ad spending. However not only is this decision justified by the $3 return for each $1 spent in digital, it also shows how cost cutting can bring out the most innovative solutions.  Such campaigns firmly stamp this Unilever brand as an innovative and engaging brand and remind us of its mischievous character that makes them so memorable. All we have to say in response is "more please!"