Get Le Girl

Background

A little language goes a long way. Lynx gives guys the edge in the mating game, but there's one barrier that it hasn't been able to help with, until now. The language barrier. Each summer thousands of young men leave these shores in search of sunnier climes. Their usual charm and wit will be lost on the ladies. English men abroad are clichéd, never speaking a word of the native tongue. Waiters hate them, women aren't impressed by them. Lynx wants to change that, arming their guys with just enough language skills that they stand out from the rest.

Idea

Lynx has always been about helping guys get the girl, wherever they are, whatever they're doing. And with 40% of 18-24 year old guys heading abroad for a holiday this summer, there's no reason that help should be restricted to the UK. Unfortunately, British men aren't renowned for their language skills, just about managing 'dos cervezas por favor'. So Lynx stepped up to the challenge, help guys get past the language barrier and have fun whilst doing it. The idea for a chat up translation tool was born.

Since none of Lynx's target audience is likely to take a laptop on holiday, and with 80% having smartphones the brand knew that mobile was the way forward. But with roaming charges being extortionate it ruled out mobile web and settled on a native app that could be loaded before heading off.

The app store is already filled with translation apps, and whilst few of them had the quality chat-up lines Lynx was thinking of, a simple translator tool wouldn't stand out, so it had to be different. It had to be fun. It had to be a game.

Get Le Girl is a cheeky translation app designed to help holidaying blokes get the local girl. A 'Quick Phrase' function generates smooth lines on the spot, while the slightly more risqué 'Chat-up Challenge' puts mates up against each other in a game of balls and bravery. Players are awarded points for successfully delivering their line, or encouraged to take a forfeit should they bottle.

You can download GET LE GIRL via the App Store for iOS devices or Google Play for Android devices:

iOS: https://itunes.apple.com/gb/app/get-le-girl/id671018803?mt=8

Android:https://play.google.com/store/apps/details?id=au.com.lynxappollo.getlegirl

For more information visit: LynxEffect.com/GetLeGirl

Results

This activity was as much about being seen by the guys as getting downloads - millions of impressions and over 70 thousand interactions with the campaign were achieved.