Lynx is paying people to use their homes as media in 'indoor ads' push
Campaign by Lola MullenLowe involves putting selfies with posters, shower vinyl and branded pillows on Instagram
Editor's Pick
With many people still confined to their homes in the U.K. (although officially, the "Stay at home" order ends today), Lynx has found a way to use the interior of people's houses as media.
The Unilever brand (also known as Axe) is allowing would-be influencers aged over 18 to buy branded items from a website, then take a selfie with the the item and put it on Instagram, in exchange for which they will get a small fee. They can choose from limited edition branded pillows, posters, magnets, or shower vinyl, 550 of which are each available. Fees for showcasing the items on Instagram range from 20 to 50 pounds ($27-$70), so altogether, Lynx is shelling out around £17,000 ($23,500).
The campaign was devised by Spanish agency Lola MullenLowe. “Being able to place ads in bedrooms, living rooms, kitchens and bathrooms during lockdown is not only a fun activation, but gives young people the chance to earn a few quid. We are really grateful to Lynx for allowing us to challenge the way to monetize online content,” says the agency's executive creative director Tomas Ostiglia.
Credits
- Date
- Mar 29, 2021
- Client :
- Lynx
- Agency :
- Lola MullenLowe
- Global Brand Director :
- Caroline Gregory
- Global Brand Manager :
- Jamie Brooks
- Global Assistant Brand Manager :
- Alessandro D’Amico
- Brand Specialist :
- Claire Fynn
- Senior Brand Manager :
- Josh Plimmer
- Lead Network :
- IPG
- Executive Creative Director :
- Tomás Ostiglia
- Creative Director :
- Kevin Cabuli
- Creative Director :
- Jorge Zacher
- Copywriter :
- Álvaro Palma
- Copywriter :
- Kiki Holshuijsen
- Copywriter :
- Joaquin Cuadrado
- Art Director :
- Gines Gomez
- Brand Creative Lead :
- Maria Garcia Campos
- Head of Planning :
- Lucas Rodriguez
- Social Media Strategy :
- Silvia Naranjo
- Client Services Director :
- Tom Elliston
- Account Director :
- Oscar Fernandez-Baca
- Agency Producer :
- Felipe Calvino
- Chief Creative Officer :
- Jose Miguel Sokoloff
- Global Business Director :
- Federico Duberti
- Global Strategy Director :
- Gerard Crichlow
- Global Account Director :
- Barney Ware
- Production House :
- Landia
- Director :
- Martin Rietti
- Executive Producer :
- Nico Cabuche
- Producer :
- Alberto Lopez
- Music :
- BigSync.
- E-commerce platform development :
- Numu
Need a credit fix? Contact the Creativity Editors