Agent Provocateur has recently launched this raunchy video on their website to promote their Valentine’s Day range. It is quite funny and definitely plays up the ‘girl power’ feeling that is evident in most of their communications strategy.
The ad stars ‘the next big thing’ in modeling, Rosie Huntington-Whiteley, and shows her punching her boyfriend for cancelling on Valentine’s Day. A little extreme but fun all the same.
I have to also say at this point that I’m not a huge fan of Valentine’s Day. It seems if you’re single you feel lonely and sad and if you’re in a couple you’re forced to be extra ‘in love’ just because it’s the 14th of February. However, I don’t think any men in their right mind would be cancelling on Rosie looking like this, the guys in my office certainly agree!
This web-based ad campaign was coupled with an exclusive male screening of the new collection for high flyers in the City. High-earning men were invited to private lingerie shows where they could find out exactly what women wanted for Valentine’s Day.
I think this is a good idea and is especially timely because of the press coverage about the banker’s bonuses. The events and advert address both of the key target audiences -men with money and women who love their products - engaging both groups with the brand, whilst creating conversation, word of mouth and some great PR.
The timing is perfect, so it creates a call to action for consumers and also encourages people to forget about the credit crunch - if you can’t splurge on Valentine’s Day, when can you?
Just don’t expect a visit from Rosie if you don’t.