| Brand | LIWA TRADING |
| Product/Service | LA SENZA |
| Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
| Category | Interactive Tools & Applications, including mobile advertising |
| Entrant Company: | Y&R DUBAI, UNITED ARAB EMIRATES |
| Advertising/Web Design Agency: | Y&R DUBAI, UNITED ARAB EMIRATES |
Brief Explanation
On 14th Feb, 2011, we stripped the internet. We hijacked popular web sites and hid games and puzzles behind them. Then we sent our LaSenzaMe Facebook Fans on a virtual treasure hunt race across the net.
Since Valentine's Day is a big day for a lingerie retailer, we wanted to convert our online activation into in-store purchase, so at the last stage of the race, we directed people to La Senza stores in the UAE.
We called it 'Strip it! with La Senza' and based the theme on a romantic Valentine's Day journey.
We did this using a bookmarklet.
Credits
| Shahir Zag |
Y&R Dubai |
Chief Creative Officer / Creative Director |
| Guillaume Calmelet |
Y&R Dubai |
Copywriter / Developer |
| Ash Chagla |
Y&R Dubai |
Associate Creative Director / Copywriter |
| Jovian Alvares |
Y&R Dubai |
Designer |
| Joseph Bihag |
Y&R Dubai |
Creative Director |
| Rachel Abraham |
Y&R Dubai |
Account Manager |
| Matthew Collier |
Y&R Dubai |
Client Services Director |
| Joanne Jow |
Liwa Trading |
Regional Brand Manager |
| Nadine Ghossoub |
Y&R Dubai |
Managing Director |
| Sarah Locke |
Y&R Dubai |
Group Account Director |