Lynx Pulse: Proving the value of integration - IPA Effectiveness Awards Case Study 2004

Brief Description: Brands today need to compete with popular culture to get attention. To get noticed the Lynx Pulse launch challenged the traditional model. An integrated campaign was used to create a music and dance phenomenon that swept the nation. It has demonstrated that integrated communications are twice as effective at getting return on investment as traditional advertising only campaigns ;---(TAGS)--- Full Title: Lynx Pulse - proving the value of the integration ; Number: 2004/33 ; Brand Name: Lynx ; Lynx Pulse ; Client: Lever Faberge ; IPA_ProductCoding: Cosmetics & Toiletries (Deodorants) ; Agency: BBH ; Author: Gwen Raillard, Will Nicholls ;