Liaison Dangereuse DM STRIPTEASE SHOPPING by

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Direct marketing
Market Germany
Executive Creative Director Matthias Harbeck
Creative Director Oliver Palmer
Copywriter Augusto Moreno Dos Anjos, Sebastian Wolf
Account Supervisor Denise Mancinone, Monika Klingenfuß
Released January 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: LINGERIE
Agency: PLAN.NET
Date of First Appearance: Jan 31 2011
Entrant Company: PLAN.NET, Munich, GERMANY
Entry URL:
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Oliver Palmer
Copywriter: Sebastian Wolf/Augusto Moreno dos Anjos
Art Director / Screendesign: Felipe Cury
Account Supervisor: Monika Klingenfuß/Denise Mancinone
Programmer: Ret Lauterbach/Robert Ludwig
Photographer / Director / Camera: Stefan Grütter/Oliver Paffrath (Oliver Stefan Photographers)
Sound Design: Filippo Moscatello
Offline: Matthias Winter
Online: Robert Ludwig
Media placement: Dessous Online Shopping - Dessous Online Shopping - 31.01.11

Describe the brief/objective of the direct campaign.
Our task was to increase the sales volume of Liaison Dangereuse, an online shop for lingerie. To meet this challenge, we focused on a new target audience for our client: men. We tried to win them over during the build up to Valentine’s Day 2011.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea: Striptease Shopping – an e-shop that seduces men into buying lingerie by having the models take them off once the purchase is made.
On teasing banner ads the models talk directly to the visitor, luring him onto the microsite. Here, the models tease him even more. It is only after the purchase that he gets to see an unforgettable striptease – and his sweetheart gets a beautiful Valentine’s Day present.
The promotion should increase sales by 30% and generate new consumer profiles, increasing the database by 20%.

Explain why the creative execution was relevant to the product or service.
Seduction is as old as mankind itself. We all know that it works. Always, and what would be more fitting for an online-shop that sells lingerie than selling it with the help of seduction? Seduction is the whole purpose of the product anyway. All we had to do was to make this benefit the core of the promotion. And we did so by creating a unique shopping experience.

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.
Striptease Shopping was a huge success. With the power of seduction we were able to increase the traffic on Liaison Dangereuse by more than 155% pushing sales by 50% and generating 2500 new profiles, increasing the database by 30%. In addition to that, this new way of selling lingerie earned an enormous amount of free media coverage, not only in blogs and websites, but also in classical media. Providing proof that seduction is never out of fashion.