24 Jul 2013

Lynx Launches Translation App to Help Lads Pull Girls on Holiday

Lynx, the Unilever-owned brand of male grooming products, has created a unique mobile application in order to engage young lads when they’re on holiday this summer.

Developed by TMW, the app, called Get le Girl, contains translations of chat-up lines which they hope will allow male tourists to ‘master’ a new language while attempting to impress local women with their linguistic prowess.

The app, which Lynx is describing as “more important than your passport”, has some interesting functionality. Aside from producing chat-up lines which are then translated into local languages, it also has a gamification element whereby someone can either repeat the translated chat-up lines to the local women or if they fail to do so, this may lead to a forfeit which can be decided by the user’s friends. The app also has the ability to rank and reward the user’s overall performance.

Lynx claim that the app “might get you le girl. It might get you a slap in le face. But one thing’s for sure – it will get le party started”.

David Titman, Senior Brand Manager at Lynx, Unilever, stated: “It is important for us to reach our audience in the spaces in which they spend time. Lads will be able to download the app direct from their Facebook feed and from banner ads, making it easily accessible from every touchpoint.”

Lynx is well-known for racy ads featuring scantily-clad women drooling over young men who just happen to be using their male grooming products. Some of the ads have even been banned by the Advertising Standards Authority in the UK for being highly sexualised and unsuitable for children. So it will be interesting to see how this new app is received by the public.

Watch the video describing the app’s functionality below. Or if you think that it might help you out while you’re on holiday, the app is currently available in English, German, Northern Sami and Spanish from the iTunes Store for iPhone, iPad or iPod Touch and on Google Play for Android devices.



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