New Miss X campaign featuring Kate Moss ad enables viewers to click on desired objects in video and be directed to commerce area

The new Kate Moss Agent Provocateur film, using technology, is set to be the first viral film that allows viewers to click on objects within a moving video and be directed straight to the relevant sales website.

The viral trailer is being distributed this week by NovaRising via interactive video email, which opens directly within the receiver’s email application. Initial click through rates of up to 56% have been recorded so far in the campaign.

Viewers will be able to click on Agent Provocateur lingerie being worn by Kate Moss within the film to be forwarded directly to purchase the item.

Irfon Watkins, CEO of Coull, explains:
“This is the first time a brand owner has been able to issue a rich media viral video ad, with embedded interactivity allowing viewers to click directly on objects of interest. This enables powerful use of contextual objects within a video to connect to another step in the consumer’s journey – whether direction is to a sales site or for further relevant information.”

“Click throughs from objects in the viral trailer are fully measurable, enabling brand owners to gauge the success of the video not only in terms of views but also which objects generate most interest and, importantly, how many eventual sales result,” adds Irfon Watkins.

Agent Provocateur will be able to measure not only the number of click throughs from each interactive object within the film, but also the number of times consumers hover over objects of interest.

Paula Roberts, head of e-commerce at Agent Provocateur comments, “Film is an integral part of the Agent Provocateur Brand experience. Coull have helped us to use this environment to create entertainment that epitomises our brand. Whilst simultaneously contextualizing ranges, showcasing featured lingerie, helping to establish resonance for the visitor between film and product”.

The new video will be distributed via email to over 300,000 Club AP members and seeded online via video-sharing websites. The video opens directly within emails, with directions indicating opportunity to click through.

The film is the second in the series of the ‘The four dreams of Miss X’ which are due for release over the coming year.

The film project is the latest result of an ongoing collaboration between Agent Provocateur and award winning director Mike Figgis and stars the unparalleled beauty - Kate Moss in her first ever acting role. The next instalments of the Dreams of Miss X are due for release 10th January and 1st March 2007, these will also integrate technology for full interactivity.

Editor’s notes
About Agent Provocateur
Agent Provocateur was established in December 1994. At the heart of its philosophy is a profound belief in the intimacy of the experience that their lingerie offers.
The essence is the difference between a mass experience, dictated by market forces and advertising, and an intensely private, wholly personal experience. This ‘personal experience’ involves the relationship of each individual woman with the garment she selects, and is realised by the company through quality, service, and an absolute refusal to adhere to fluctuating trends.

As Agent Provocateur enter their twelfth year, the company remains committed to investment in creativity led by pure instinct of that which is beautiful, and of course, that which is erotic. Agent Provocateur leads the way where others follow.

About Coull

Coull is a technology company that enables brands to bring together video, still images and text interactively to drive revenue from online activities and communities.
The company has eight years experience helping brands, portals, publishers and broadcasters to brand and monetise online communities, using simplified production and posting of interactive video content on the internet.
Coull enables brands to monetise online communities via video by providing technology that enables branded sponsorship, advertising, competitions, events and the upload of video.


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Published on: 12:00AM on 16th November 2006