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Solving
a valentine’s
Mystery

Agent Provocateur

Project

Wanted Badly
Spring Summer Launch Microsite

The brief

Help provocateurs get what they want for Valentines!

To launch the latest Spring/Summer collection, Agent Provocateur asked us to create a little frisson between partners while helping them to choose Valentine’s gifts.

1/4

P.S.Naomi!

If only we had some good assets to work with...
With Naomi Campbell as the face of the new collection, we had the best Dropbox in town! The theme for this campaign was crime scenes, with Naomi and the girls of Agent Provocateur posing as detectives. Our job was to showcase the photography in an interactive online experience.

Solution

...Karlie,
in the garage
with the
cuffs?

We moved the romance from the bedroom into the library, study and billiards room! Inspired by the sexiest (?!) of all boardgames, we created an online Valentine’s mystery game. We asked players to pick a suspect from the most beautiful line-up ever, along with a weapon of seduction and a location, before challenging their Valentine to solve the mystery.

Case closed?

Even if their Valentine didn’t guess correctly, the mystery was revealed and the clues were there for the purchasing!

1/3

The result

From clues come
conversions

By including ‘buy now’ buttons next to each of our weapons of seduction, we drove 11,000 people to Agent Provocateur’s online store. By enticing visitors to invite their partners, we tempted 14,000 to sign up to Agent Provocateur’s mailing list. And by wrapping these KPIs in a provocative game, we turned a commercial campaign into a Valentine’s Day brand flirtation.