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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Direct marketing
Market France
Creative Director Valerie Larrondo, Stephane Lecoq - Alban Penicaut, Françoise Jacquet
Released December 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: AUBADE
Product/Service: UNDERWEAR
Date of First Appearance: Dec 20 2009 12:00AM
Entrant Company: CHAINSAW, Levallois Perret, FRANCE
Entry URL:
Chairman: Michael Bernier (Chainsaw)
Creative Director: Alban Penicaut (Chainsaw)
Chairman: Johanna Worth (Mlle Noï)
Creative Director: Valerie Larrondo (Mlle Noï)
Creative Director: Françoise Jacquet (Mlle Noï)
Copy Writer and Art Director: Hugo Denis-Queinec (Chainsaw)
Copy Writer and Art Director: Benjamin Menager (Chainsaw)
Media placement: Street Marketing - Paris - 10th december 2009

Describe the brief/objective of the direct campaign.

Aubade has a decline of interest with its 'lessons of seduction'. Its communication is not as strong as before. How can Aubade reaffirm its leadership in impertinent seduction and elegance?

Explain why the creative execution was relevant to the product or service.
Aubade is well known for its lessons of seduction : In these campaigns, we can see sculptured bodies in underwear. But we've never seen the faces of the models. It's still a secret. The girl next door hidden by her curtains, living her private life dressed with sexy underwear, was a very nice way to keep on going with Aubade's identity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Make the girl next door fantasy a reality. Everyday, a young woman shows her intimate life behind the curtains of her window. Crowd in the street relay the information on social networks. After ten days of show, the woman reveals the new Aubade website address.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Three weeks after the reveal: Thousands of post relays on national and international blogs. 125 000+ views of the reveal video. Articles in traditional media. 50 000+ visitors on the website in the first 15days after the reveal.