Solution

 This is no ordinary Lynx campaign. Our product proposition is all about becoming energised rather than the 'Lynx Effect' babe magnet. Our character "Towelboy" personifies the "charged-up" effect and confidence that comes from showering with Lynx Boost.

The website waspresented as Towelboy's official blog and setsout to entertain the visitor as well as clearly demonstrating the product benefit. Key elements included videos, a game (a twist on the classic Snake and complete with a virally seeded 'cheat' code) and Towelboy emoticons for MSN Messenger. All content was added to the site in the form of blog entries.

A viral film added a further twist to the campaign by introducing the latest phenomenon from Sweden - 'Manwash'. Visitors to the site coiuld even win their own private Manwash by submitting home video footage.

All site content was designed to be exported to personal web spaces and blogs such as MySpace and Blogger. All videos were also seeded using YouTube, Google Video and MySpace Video as well as paid-for viral channels.