2011 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

By using a bookmarklet we could transform any page on the users computer into a La Senza page. Without permissions. Without spending any money. So we created ‘Strip it! with La Senza’, a treasure hunt race where players stripped popular websites that revealed puzzles. Once solved, they got clues to the next stage and had to race to the closest store based on their location in the UAE to win the prize. The journey started and ended with La Senza and converted online engagement into offline purchase. During the journey, fans were also exposed to the Valentine’s Day lingerie collection driving recall when they got to the store. We used Facebook & Twitter to promote the game with event invites and created a ‘Strip It with La Senza’ microsite to host the game.

Insights, Strategy and the Idea

For Valentine’s Day, La Senza Lingerie in the Middle East wanted to reward its loyal 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. Lingerie and Valentine’s Day go hand in hand so we wanted to do something that entertained 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 and could capitalize from the increased footfall in store. Over 75% of our fans on Facebook are from the UAE, so we decided to target them and direct them to four main stores, one in each Emirate - Dubai, Abu Dhabi, Sharjah and AlAin.