2011 Winners & Shortlists

Results and Effectiveness

The campaign attracted over 2,000 patrons to the store on "DD day", resulting in a 90% increase in sales (AED175,000), like for like on the launch day. Over the campaign period of 4 weeks, 3,500 (now sitting at 3,676) new fans joined La Senza on facebook, alongside the PR generated on blogs, newspapers and magazines across the UAE. The campaign successfully overcame cultural barriers to portraying the new lingerie style.

Creative Execution

IDEA: Create "DD Day"! A teaser campaign was conceptualized to get consumers interested. Emails were discreetly sent to relevant target groups alongside personalized invites to the media & fashion bloggers. Supported by ads in magazines and radio adverts which counted down days to the event. To widen the fanbase, a facebook & twitter page allowed conversation to begin, with invites & prizes given to all fans who attended "DD day" at the store. Radio ads worked in conjunction with the other forms of media to bring frequency of message and bring to life the "DD day" concept, tactically changing the message from a reminder to immediate action on the day, promoting the competition and local celebrities at the store. For 24 hours at the start of "DD day", the facebook & twitter pages streamed out updates & photographs to all consumers, showcasing the winners, models, cupcakes and other La Senza goodies.

Insights, Strategy and the Idea

La Senza-MOE store was given a glamorous new makeover, as part of a global rebranding exercise. Dubai store was chosen from 20 across the UAE as a pilot for the new sassy in-store artwork. Needed a campaign to support this new look throughout the media. Objective: Drive customer’s instore on the day of relaunch. The La Senza brand name is already synonymous with high quality at affordable prices but the new look offered something fashionable and trendy. Facing some cultural stigmas the task was to bring sexy back in a subtle way,accounting for the environment of the market. Insight identified that it is a women’s aim to be sexy for their partner & cleavage plays a major role. Women strive to enhance and accentuate this part of the body, for themselves and their partners, therefore the whole campaign centered on this concept. Changing La Senza from a lingerie retailer, to a lingerie destination for lingeristas.