To kick off the intergalactic adventure for new space themed fragrance Lynx Apollo, a phased Digital Out of Home campaign launched culminating in interactive 6 sheets and a 12 metre tall, 2 tonne interactive astronaut model with a digital screen in its helmet at Westfield London. Geo-targeted texts invited shoppers to submit their image and see their face displayed in the visor of the giant astronaut!
The interactive digital 6 sheets delivered over 30,000 interactions and generated 5,500 photo submissions. The giant astronaut created a real buzz at Westfield London where it was seen by over 1.04 million people during the fortnight. One photo submission was received every 5 minutes with a 95% download rate for photos from the website. In-situ photos of the participant’s hero moment were shared with Lynx’s 1.2 million Facebook fans and total impressions exceeded 18,500.