To change perceptions of Ann Summers lingerie, we wanted to proudly put it in the most unmissable place possible.
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.
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.
51% increase in sales of the products featured, global trending on Twitter, additional investment in TV and high levels of staff morale.