The Client: Unilever and the Lounge group
The Brief: Last Party on Earth
Throughout February and March they had been strategically targeting young guys at cinemas around the country and through sampling activity at relevant retailers. Handpicking cool independent menswear stores and partnered with them to place scented POS and seed scented angels’ feathers with purchases, allowing guys to ‘discover’ the fragrance as well as offering them access to exclusive content.
Lynx angels have been falling to earth in cinema foyers, approaching target audience guys to try the new fragrance and have their picture taken, reinforcing the ATL screened in those venues. The activity also integrates with social media driving consumers to Lynx’s Facebook page.
As the culmination of all ATL, BTL and digital activity, they finally announced that The Lounge and myself would be hosting The Last Party on Earth for Lynx Excite.
The TAG line: We would be creating guy heaven, offering lucky guys the opportunity to party with archangel Kelly Brook before her return to Heaven. The entertainment will take place in a luxury penthouse suite and will include live DJ tutorials, mixology classes and gaming demos alongside – crucially – a host of sexy Lynx angels.
The latest stage of the Lynx Ad campaign (known Lynx in the UK, Ireland, New Zealand & Australia and Axe in the US and RSA is a brand of male grooming from Unilever) involved “Will Kelly Fall For You?” – an interactive application featuring Kelly Brook (famous UK television presenter and model as well as one-time girlfriend to both Jason Statham and Billy Zane), launched on Facebook and staged at my venue, The Penthouse London. Lynx’s new fragrance is named Excite and sports the tag line, “so potent that even angels fall!” It’s a fresh idea and we were talking about staging a party so good Angels would fall from heaven to be on the guest list. So they needed a heavenly venue and a party planner that would not lose focus on a celebrity or a bevy of angelic beauties.
There could only be one heavenly venue, The Penthouse London and one Party Lord, me (natch), to lead them all to a heaven scent(ed) nirvana on the 7th and 8th floor of Number 1 Leicester Square.
We quickly transformed the Moet et Chandon Champagne Suit with white netting on each of the booths and strategically placed white feathers on the ground in front of the booths and a camera man in front of each one of those ready to give every guy a moment in heaven caught on film.
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We transformed the 2 floors with playpens, one section had X-Box Kinect on a huge screen while another corner was dedicated to Mixology and how to mix your favourite cocktail while the floor below, the Penthouse 7th floor was all about the wheels of steel and teaching the guys how to be a DJ and getting a perfect photo moment in front of the photo board with an angel of their very own.
For me only one angel would do….
We also had the infamous British press to deal with and I knew this would be the hardest part of the night. Not only did we have to create a press pen that would hold over 200 members of official press but another 200 of uninvited paparazzi who would be there to get the word out and try and catch a unflattering pose of my A-list Angel. We created a sponsor board and tested every angle to see where we would get the best shots and avoid the worst ones. We had to get her in the building without the press catching a glimpse and dress her up before presenting her to the baying mob. After an operation like that, I am now ready to work for the White House, this was the result.
http://elizabethtoni.com/2011/04/kelly-brook-lynx-excite-last-party-on-earth-photocall-london/
It was one of our most successful events to date and the client, the press officer and all the guests left in a better mood then when they arrived. As for me I am still finding feathers in places that I never knew existed!
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