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ANN-SUMMERS

Ann Summers - TOWIE ITV CatWalk

To change perceptions of Ann Summers lingerie, we wanted to proudly put it in the most unmissable place possible.

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Launch the new range of (surprisingly good) lingerie from Ann Summers. To get over embedded perceptions and to convince the client a print route wasn't disruptive enough.

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A showcase 3 minute lingerie catwalk in the final episode of The Only Way Is Essex on ITV2. Supported by a teaser campaign, social media, in-store and a customer model search.

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51% increase in sales of the products featured, global trending on Twitter, additional investment in TV and high levels of staff morale.