Catnip
A CREATIVE OOH EXPERIENCE
A Billboard That’s a Magnet for Cats!
The Challenge
Lynx set out to tackle a unique dating dilemma: winning over not just potential romantic partners but their feline gatekeepers as well. A study by Censuswide revealed that 60% of cat owners let their pets influence their love lives, and an astonishing number would even consider ending a relationship if their cat disapproved. To bring this insight to life, we came in to put it to the test by creating a catnip-infused billboard and showcasing it in a real-world PR stunt to help launch the product.
The Execution
To bring the Catnip Effect to life, we created a bold OOH stunt to captivate cats and their owners. The activation took place in Crystal Palace Park, a historic feline hub.
A billboard with hidden scent diffusers slowly released catnip aroma through small vents, ensuring the perfect fragrance dispersion. Real cats roamed freely, drawn to the scent, while a film crew captured their reactions from day to night. Passersby stopped to observe the phenomenon, their amazement also caught on camera, proving Lynx’s innovation was both effective and a conversation starter.
Beyond the OOH stunt, the campaign was amplified through social media, guerrilla marketing, and strategic print and digital placements, ensuring Lynx with Catnip reached a broad audience as the ultimate attraction enhancer!
The Outcome
The campaign successfully showcased Lynx with Catnip’s unique appeal through a viral stunt that engaged both cats and humans. Real-world reactions validated the product’s claim, driving high media coverage and social media engagement. It reinforced the idea that attraction goes beyond people, it includes their pets too, making Lynx with Catnip a fun tool for cat lovers to spark connections.
