Campaign Media Awards 2012 - Best Retail & Home Shopping Campaign: Ann Summers

Goodstuff's brief was to reposition the Ann Summers brand for a new audience whose perceptions are outdated and having a negative impact on the business.

Ann Summers
Ann Summers

The agency’s idea was to showcase Ann Summers lingerie in an epic TV ad event and give customers the chance to appear in it.

A competition was launched around the country to select ten women to take part in a film showcasing the lingerie which ran in the season finale of The Only Way Is Essex.

More than 4,000 women entered the competition, 1.6 million saw the TV event, retail footfall was up 16 per cent year on year in the week after transmission, and sales of the most high-profile product line rose by 53 per cent.