2011 Winners & Shortlists

The Campaign

La Senza Lingerie wanted to re-launch the brand in Dubai. From a simple lingerie retailer they wanted to become the sassy lingerie destination for the globetrotting lingerista. Starting with their new-look store at Mall of the Emirates. To celebrate the opening of the store, we were asked to develop an exciting event to raise awareness for the brand and drive footfall to the store on opening day. We used a multi-channel approach to achieve this using print, radio, online, direct mail, promotions and activation.

Success of the Campaign

On opening day, more than 2,000 people visited the store. There was an increase in revenue of 90% compared to the previous year with sales of over AED 170,000 on that day. The Facebook page added more than 3,000 fans in one month, and the store opening was covered in the press and online blogs and news sites. The campaign got earned media worth Dhs 548, 381. But more important than the sales results, today, La Senza Middle East is not just another Lingerie store, but a brand that has a loyal fan following. Our consumers tweet, facebook and shop constantly, and La Senza is now part of the conversation. Our client was extremely happy and as a result the agency has been awarded more brands from their portfolio.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The idea: playing on the insight that the cleavage plays a major role in a women’s quest for sexiness, we created DD Day - a cheeky, lingerie spin on D-Day. Pre Event: Using Direct Mail we invited key magazine editors, fashion bloggers, Emirates Cabin Crew and women’s magazine subscribers to the opening. Press Ads in different women’s magazines and radio spots on 3 different channels created awareness for the opening. We distributed a social media card inviting people to the Twitter and Facebook Pages of La Senza Middle East and created an event with a countdown to DD Day. DD Day: Radio spots drove traffic to the store. In store we had a fashion show and live window displays. A celebrity DJ & TV presenter hosted the activities. There were branded cupcakes, giveaways and competitions. Live tweeting & facebook updates drove traffic to the store as well.