Lynx Excite launch on iAd

The campaign for Unilever’s new Lynx Excite range will launch on Apple’s iAd mobile advertising network, as part of the brand’s strategy to find innovative ways to engage with its audience.

The iAd campaign, created by BBH, launches next week and will be followed by print, TV, digital, gaming and out-of-home advertising and PR, as part of an £8.3m marketing spend.

Activity for Lynx Excite builds on the previous Lynx ad theme. Called Falling Angels, it claims the products’ fragrance is “so tempting it will make female angels fall from the sky for it”.

Unilever says it aims to reach iPhone and iPod Touch users with an “immersive iAd experience”. Users can watch the advert, download wallpapers of the Lynx angels and purchase and download the theme tune Sexy Boys from iTunes, all from within their app.

Lynx brand manager Selina Sykes says: “Lynx is always looking for new opportunities to engage with its audience in an innovative and creative way. As the digital age is upon us, iAd is the best platform for us to launch this new variant Excite to reach our target market.”

Unilever’s Dove for Men brand was the first consumer goods product to advertise on the iAd platform.

At the time, Unilever CMO Keith Weed said: “Unilever has always been an innovator in advertising. We are now leading marketing into the digital age where the key will be to unlock the potential of mobile.”