Ann Summers

Towie ITV Catwalk


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.

The Idea

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.