Lynx Pulse - Making Tracks for Lynx

Bill Scott and Gwen Raillard

Describes multimedia (or media neutral) planning for a launch campaign for a new fragrance, Lynx Pulse.
Agency: Bartle Bogle HegartyAuthors: Bill Scott and Gwen Raillard

Lynx Pulse – Making Tracks for Lynx

MAKING TRACKS FOR LYNX

Media neutral planning is the hot topic at the moment. There's been lots of theorising on the subject. This is a paper about how you go about doing it in practice.

This is the story of how we created our very own multimedia phenomenon for a new fragrance launch for Lynx, called Pulse. And the story of how planning can contribute when you want to go beyond advertising to create famous music tracks. pop promos, dances.

The...

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