2011 Winners & Shortlists

The Brief

For Valentine’s Day, La Senza Lingerie in the Middle East wanted to reward its LaSenzaME Facebook Fans with a surprise. But they had a very limited budget. So they asked us to come up with something fun and engaging that didn’t cost the earth.

Creative Execution

We called the hunt ‘Strip it! with La Senza’. Players stripped famous websites that revealed puzzles. Once solved they got clues to the next stage. The theme was based on a romantic Valentine’s Day journey that started and ended with LaSenza. Along the way, fans were exposed to the lingerie collection driving recall when they got to the store. We did this by using a bookmarklet - a script stored as a bookmark that changes the appearance of a website on the user's computer. So we could transform any page into a LaSenza page. Without permissions. Without spending any money.

Describe the creative solution to the brief/objective.

Valentine’s Day is an important day for a lingerie retailer, so we wanted to do something that rewarded our Facebook fans in a fun online game, but also drove traffic to the La Senza stores where they had Valentine’s Day promotions running. We stripped the internet and hijacked popular websites without them knowing. Then we hid games and puzzles behind those sites, and sent our fans on a virtual treasure hunt race across the net. At the last stage of the race, we directed people to four La Senza stores in the UAE. One in each main Emirate.

Results

In 6 hours, the game generated a response rate of 20% with a 400% increase in interactions on Facebook as players used the LaSenzaMe page to post comments and interact with competitors as they progressed. On one of the biggest days of the year for La Senza, we increased the stores' revenue by 46% as compared to the previous year. With La Senza providing the 4 winners gift hampers, and the use of the bookmarklet, and not having to get permissions from other websites, we were able to run this competition for the princely sum of $12.