To showcase the 2014 Autumn/Winter collection we challenged fans to discover their inner Agent Provocateur persona.
A stunning photoshoot and some great teaser videos helped us create an enticing campaign microsite to let provocateurs discover the new collection through a series of games and confessions.
With recruitment being central to the brief, the teaser content was released weekly across social channels up until the launch of the range. Sign-ups allowed fans to be the first to ‘experience’ the new content with chances to win their favourites from the collection.
Our seductive weekly games also helped us to deliver another of the brief’s requirements... to drive sales. In finding their inner ‘Starlette’ or ‘Showgirl’, the loyal provocateurs were prompted to share their new persona to their partner, along with a friendly "hint" about the lingerie they desired. And with 20,000 sign-ups, quite a few not-so-subtle hints were made.