Lynx targets FHM surfers in new campaign

- Visitors to the FHM website are being targeted as part of the launch ad campaign for Lynx Voodoo, a new men's fragrance from Elida Faberge.

The online campaign, created by Modem Media.Poppe Tyson -- which also handles the online media planning and buying for the campaign -- includes two creative executions that will run on the FHM website (www.fhm.co.uk) for the next two weeks.

The first execution kicks off by covering the whole FHM front page in black and then, using shockwave, the users' cursor turns into a candle so the viewer can see the cover of FHM by candlelight. After a few seconds, the page automatically reloads to the normal FHM site, showing the Lynx Voodoo banner.

The non-shockwave execution features a woman dancing in candle-light. The flame is then blown out and the page automatically loads to the FHM home page which features a Lynx Voodoo banner running animated gifs of the campaign.

The on-line advertising is part of an integrated campaign covering TV, radio, press and the internet.

Simon Andrews, director of strategy and media for Modem Media.Poppe Tyson, said: "This new campaign for Lynx continues our efforts to define how the web can be used for FMCG brands.

"Both FHM and DoubleClick were extremely helpful in the development of this campaign and that sort of co-operation is to be applauded. Looking beyond the banner, and working closely with media properties, allows us to develop impactful communications which cost-effectively build the brand."

This article was first published on Campaign