In summer 2013, Lynx launched a humorous dating app to help young men charm women and compete with their friends while on holiday. The Unilever-owned brand created the app, called Get le girl, to assist young men on their quest to meet women while on holiday. The app includes chat up line translations created to help guys master the native tongue and impress local girls.
Brand: Lynx/Axe | Sector: FMCG Healthcare | Country: UK | Partner/agency: TMW | Objective: brand awareness, consideration and purchase | Format: Mobile, app
The app also aims to generate banter amongst the lads as it comes with a range of chat-up challenges, which could lead to a forfeit.
Created by TMW, the app is available on the App Store and Google Play, and will be supported by a YouTube video and digital advertising.
David Titman, senior brand manager, Lynx, Unilever, said: "It is important for us to reach our audience in the spaces in which they spend time. Lads will be able to download the app direct from their Facebook feed and from banner ads, making it easily accessible from every touchpoint."
