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Chris Hassell, creative director, Ralph

The first item for review, and my Campaign of the Month, is a cheeky little (or big) number for La Senza. The Cup Size Choir starts off with an overly long and slightly boring video showing girls with varying sized boobs slowly moving and looking a bit sexy (but not so much that we alienate female viewers). They then begin to sing different notes, building into a rendition of ’Deck the Halls’. The more interesting part of the campaign is revealed after this, when you can click or use your keyboard to ’play’ each of the girls to create your own tune, which can then be recorded and sent to your friends.

Released as a Christmas campaign, this has the coolness factor for both sexes, but is obviously aimed at boys buying lingerie as a present. Building the importance of purchasing the correct size into the very core of the mechanic, along with lots of sharing options and links to purchase, means this simple but effective campaign hits just the right note.

For the next campaign, we’re still in the lingerie section (I was given these as a choice, honest) but this time with a campaign that’s at the opposite end of the scale to my winner. The Shake Me Strip Me Agent Provocateur iPhone App has such a ridiculously long title that the text underneath the icon on my iPhone reads ’uk.co… ripMe’. However, it does sound intriguing, and possibly a bit NSFW.

Nothing could be further from the truth. This is as bad as iPhone apps can get. You shake your phone to reveal an upside-down picture of a bored-looking model in a black dress. Turn the phone over and the dress slides off, revealing her underwear.

I pressed ’Touch Me’ at the bottom of the screen hoping things would get more interesting - perhaps the girl would react (it’s been done before but, hey, it works), maybe I could at least browse different products and models, send to a friend, swap her face for mine. Instead, it just took me to the Agent Provocateur website. A glorified weblink then.

Moving away from the ladies now and to one of the latest campaigns for Microsoft’s Bing search engine: The Art of Technology with Brian Badonde, which features the comedy character from Channel 4’s Facejacker series in specially created content. I’ve not seen this character before but his excessive use of the letter B seems to be the reason for his tie-in with this promotion.

It’s not bad, starting off as a more general comedy journey through the history of the internet, but it becomes less interesting once the more blatant promotional elements come through. I would have gone for punchier, shorter clips - most here are over five minutes long. If a video is too long, I’m not that inclined to send it to a friend, and I’m not sure the character has a strong enough fanbase to encourage that to happen. It’s well made and pretty entertaining, though, but I’m still not going to say, “I’ll bing it.”

The My Red Carpet Facebook app for E! Entertainment is another personalised video. You or a friend can be the latest star to walk down an awards ceremony red carpet. While obviously cobbled together from footage of actual celebrities and some specially filmed segments, the viewer’s Facebook photo is used on newspapers, billboards and screaming fans’ T-shirts. However, I could only choose my profile picture, not other shots, which is a shame.

More motivation to send to a friend would have been great - perhaps choosing what the newspaper headline was. And I would have liked to have heard my name being screamed by the fans.

Campaign of the Month

AGENCY COMMENT
James Bush, head of digital production, Karmarama

The approach was to create an interactive device that allowed users to be as creative as their skills allowed and record a tune to send to friends, or just have fun. A simple competition mechanic and the ability to share on Facebook and Twitter were included.

The video was hosted on YouTube and tagged specifically for users searching for similar content or videos with a Christmas theme, to improve general searchability.

The main technical challenge was to shoot each girl in a way that captured subtle movements to give the impression of live video.

Creating a mobile version of the site was also a challenge because the keyboard was built in Flash. We created an HTML and a JavaScript version, optimised for mobile devices, which replicated site functionality while maintaining the fun aspect of the interactive keyboard.

CLIENT COMMENT
Sarah Hawkins, marketing director, La Senza

We wanted to bring some festive cheer, and what better way than the Cup Size Choir? The activity was aimed at men to help them with their Christmas shopping, but we hope women found it fun and engaging too. We’re extremely pleased with the success of the campaign. The website has had over 4m page views ,with 2.3m unique visitors from 220 countries.

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Published 3 March, 2011 by NMA Staff

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