Agency: Goodstuff Communciations
Client: Ann Summers
UK leading sex brand, Ann Summers, is set to launch a new £350,000 campaign surrounding the launch of the Wave vibrator, the lifestyle retailers’ biggest launch of the year.
The new pink, waterproof, rippling rampant rabbit ‘The Wave’, is set to hit the shops at the end of July 2007.
Under the direction of Marketing Director, Gordon Lee, Goodstuff Communciations and buying agency Manning Gottlieb OMD have devised a three-month promotion encompassing high profile outdoor with JCDecaux and digital and print work.
The campaign will start with digital buzz marketing, PR involving rabbit hunts around London to get people talking. The London Paper will spearhead a promotional campaign to encourage those living and commuting around London to get involved in the search for these hidden rabbits.
This is the first element of a three-pronged innovative push.
The second is a deal with New Woman’s September 2007 issue that will feature an exclusive competition offering women the chance to win a holiday to visit the ‘Big Wave’ in Hawaii.
One thousand copies of the magazine will have a vibrating page inserted, in a ‘Charlie and the Chocolate Factory’ golden ticket style.
The third print element is a ‘pop-up feature’ in Company designed to surprise the reader.
In a media first, Ann Summers has booked the UK’s first vibrating 6-sheet posters on JCDecaux bus shelters.
Created by JCDecaux’s Innovate division, the bus shelter poster invites the public to press a touch-sensitive button to trigger vibration and the sound of waves.
The two-week vibrating and sonic campaign will run in London, Birmingham, Glasgow, London, Manchester and Nottingham in key retail locations.
A strong online presence will push Wave Parties.
The campaign aims to position the retailer as a retail fashion brand but with distinction and personality.
Goodtsuff’s strategy has been guided by Ann Summers wanting to be seen as ‘notorious yet normal’.