Ann Summers is on the crest of a wave

Challenge: There is a perceived cultural challenge around developing Ann Summers campaigns. Previous campaigns have operated under the radar - a nod and wink to those in the know, but they have been utterly baffling to those who aren't. We were given the responsibility of selling 100,000 of "The Wave", more than had ever been sold of a premium Rabbit vibrator, and we had to navigate around Ken Livingstone's veto of the ad being displayed on the Tube.

Client Ann Summers
Agency Goodstuff
Planner Toby Bowerman

Our research (focus groups on Facebook and Second Life) showed the launch of the next evolution Rampant Rabbit needed a new approach. We took the traditional retail campaign model - to drive awareness and consideration initially, and then to direct purchase and impulse - and added some fun.

We put the majority of our budget into press. We opted for coverage and impact over frequency, using magazines to explore more creative solutions. Activity kicked off with an ad in You magazine, asking existing Rampant Rabbit owners to text for a discount offer, which encouraged upgrades. Meanwhile, in the freesheets, we integrated copy into editorial and thelondonpaper allowed integrated ads on its "love" pages for the first time.

We used pop-ups in Company magazine to give more in-depth brand and product information.
The campaign highlight was a vibrating page in New Woman, supported by a front cover splash and off and online editorials. Production costs were high for this media first, so we created a winning ticket mechanic whereby 1,000 pages vibrated. Readers pressed the page to see whether theirs was a winner, redeemable in-store for a free Rabbit. Those that didn't were still entitled to 10% off.

We far exceeded the 100,000 sales figure, selling enough new Rabbits that, for the first time, the best- selling product in the range was also the most expensive. The work also won the "Best Innovation" category at the IPC Magazine Planning Awards.

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