Client: Ann Summers
Audience: M + F, shop audience (18 - 30)
Core aim: Encourage audience to be more comfortable with the brand. Brand penetration
Deadline: 2 weeks
Guide Budget: £20k
Suggested strategy: To roll out across all outlets for particular campaign
Restrictions: Not overtly sexual, easy to use, not intrusive
the wii is about to be used in a way that it never been used before….. a sex aid!
The release of the new Ann Summers Playtime installation will surely be one for for just the grown ups, as this type of fun is just not intended for minors.
The idea of Playtime is to re-brand the company in light of the of usual taboo that most people treat the store with, to make it something more universally fun but still a bit saucy, in the same vein as the Carry On… series.
everyones working away making sexy pictures of the group, prototype flash app to take the headshots and a mood board to help portray the look and feel of the project.
some concern was raised over the wii browser being compatible with flash, but we let a group sigh of relief when it was discovered that flash is supported. “PHEW” it went…
Most people associate ann summers only with saucy underwear, sex toys, general sex taboo.
Our aim is to reverse this conservative attitude that people hold towards the company, and unite potential men and women customers through a saucy Carry on.. style branding campaign, involving customers through participatory virtual installations in each store.
So far, the main focus of our idea has been a digital update of the typical seaside photo prop, shown here, and here. A small installation in each store that consists of a screen, a small webcam on top of it, and a nintendo wii will provide the platform.
The fun begins by two friends posing for head shots much like when you go to get your passport picture done (”put your head in the circle”). Then you choose (using the wii remote) which game you would like to play and what underwear chosen from the Ann Summers range you would like your avatar to wear. The three games that you choose from will be simple but slighty saucy, easy to do activities, such as one avatar whipping/licking/stripping the other avatar, all controlled by the wii remote.
when you reach the end of the game you have the option to send screen grabs taken from the game to your friends via email, thus promoting Ann Summers, and the fun you can have in store!
