The document summarizes an advertising campaign for the luxury lingerie brand Agent Provocateur aimed at driving sales of its autumn/winter 2010 collection. The campaign's creative idea features a stylized flapper ripping off her corset to symbolize women's liberation and hidden desires. Both qualitative and quantitative research were used to develop and evaluate advertising concepts and media channels before and after the campaign launch.

1. Yuppies .young. .urban. .professionals.

2. Our Clients

3. Awards

5. Reason to trust

6. The Competitive Set

7. The Brand Wheel Essence: FORBIDDEN PLEASURE VALUES It makes me feel pampered I feel attached to an exceptional group It makes me feel self-confident I deserve it It makes me feel like a temptress I feel I am getting the best It excites me It makes me want to try the brand again BENEFITS It helps to create the atmosphere of indulging in sensual pleasure and desires It captures his imagination It moulds and shapes every type of figure My man loves it It makes me look effortlessly elegant It works from boardroom to bedroom It unlocks my innermost desires ATTRIBUTES I mpeccable quality E xclusive range of various product lines S candalous luxury lingerie brand PERSONALITY E xtraordinary E licit L a femme fatal P layful S pontaneous S ophisticated N aughty A llure P rovoking C lassy P osh S tunning S timulating

8. The Target Market Female Early 20s – 50s Independent and active lifestyle Intimate Apparel Enthusiast

9. Minimal resources Abundant resources Principle Status Action ACHIEVERS EXPERIENCERS FULFILLED ACTUALIZERS (Orientation)

10. CULTURE MONEY Culture Elite Money Elite Ordinary Culture Ordinary Money More resources Less Resources Middle Culture Middle Money Balanced Elite Balanced Middle Balanced Ordinary

11. CHALLENGERS REALISTS FINANCIAL MATURITY High Low

17. Media Plan & Budgeting

18. Media Plan

19. Budgeting MEDIA COST PRINT £ 72,880 CINEMA £ 798,000 OUTDOOR £ 157,500 ONLINE £ 6,000 TOTAL £ 1,034,380

20. Creative Advertising Idea

23. Video Storyboard

24. A woman fights with her partner at home. The man is yelling and making her burst into tears.

25. “ Woman, know your limits!”

26. After the fight, the woman rushes to the boudoir. She falls on the bed deeply grieving over her life. She is lost, disappointed, and depressed. She is wearing a corset that oppresses and stifles her body. She feels suppressed as a woman mentally and physically.

27. The woman rips off the corset that tightens her body. She utters a sigh of relief. She is lit up wearing sexy Agent Provocateur lingerie underneath.

28. The woman is heading to the club. She is driving up in a luxury car wearing a mink coat. She is ready to turn the world upside down.

29. She enters the club. Everybody’s jaws drop to the floor. Everybody is amazed with her beauty and charm and her courage. She makes her way to the stage, comes up to the podium. “Tease the crowd. Please the crowd”

30. She presents her flawless body on the stage. Being thrilled, she is singing, dancing. She savours the feeling of freedom and glory.

32. Print Advertisement

33. Mobile Advertisement - Cab

34. Out-of-Home

35. Online

36. Online

40. Summary Brand Essence Positioning Statement USP Advertising Campaign Evaluation

41. Yuppies .young.urban.professionals . Akanksha Seth Media Planner Anastasia Popova Account Planner Anna Abramova Account Manager Evelin Bingei Jap Art Director Wirya Atmaja Suling Traffic & Production Manager

42. Thank You ©2010