Brazilian Fashion Brand Gets 8000 Men To Buy Lingerie For Their Ladies & Wins a Cannes Lion For It
Men got a striptease, women got a gift, and Marisa Lingerie got 8000 new male customers thanks to this Cannes-winning campaign called Strip Commerce created by their agency AlmapBBDO São Paulo, Brasil.
Objective:
Only 2% of all gifts from men to women are lingerie. Marisa wanted to change that and inculcate a habit amongst men to buy lingerie for their partners. They wanted to expand their customer base and bring men closer to the brand.
Idea & Execution:
AlmapBBDO created interactive ads for Playboy magazine (Android version) and VIP magazine (iPad version) that featured gorgeous models wearing nothing but Marisa lingerie. Men could browse through different models and purchase the lingerie they’d like their girlfriends to wear, after which, it would disappear from the model’s body leaving her in the buff (well of course, now that the guy’s bought it ;)). The ads were connected to Marisa’s e-commerce and resulted in 8000 new male customers from the day they were published. Check them out in action below.
To top it all, AlmapBBDO won a Lion for this at Cannes 2014 under the ‘rich media advertising for mobile devices’ category. What did you think of this idea? Share this post and your feedback in the comments section below.
