ANN SUMMERS PUSHES THE WAVE IN HUGE SUMMER BUZZ

Ann Summers is set to launch a pulsating new campaign surrounding the launch of the Wave vibrator, the lifestyle retailers’ biggest launch of the year.

The new pink, waterproof, rippling rampant rabbit ‘The Wave’, is set to hit the shops at the end of July 2007 backed by a cheekily planned campaign.

Communications planning shop Goodstuff has devised a three-month promotion launching later this month encompassing high profile outdoor with JCDecaux and digital and print work designed to be attention grabbing. Its penetrating strategy will capture the attention of Ann Summer’s target consumers and audience.

The campaign will start with digital buzz marketing, PR and rabbit hunts around London to get people talking. The London Paper will unleash a promotional campaign to encourage those living and commuting around London to get involved in the search for these hidden rabbits.

This is the first element of a three-pronged innovative push. The second is a deal with New Woman’s September 2007 issue that will feature an exclusive competition offering women the chance to win a holiday to visit the ‘Big Wave’ in Hawaii. One thousand copies of the magazine will have a vibrating page inserted, in a ‘Charlie and the Chocolate Factory’ golden ticket style.

The third print element is a pop-up feature in Company designed to surprise the reader.

In a media first, Ann Summers has booked the UK’s first vibrating 6-sheet posters on JCDecaux bus shelters. Created by JCDecaux’s Innovate division, the bus shelter poster invites the public to press a touch-sensitive button to trigger vibration and the sound of waves. The two-week vibrating and sonic campaign will run in London, Birmingham, Glasgow, London, Manchester and Nottingham in key retail locations.

There will also be a strong online presence pushing Wave parties.

The campaign positions the retailer as a retail fashion brand like FCUK and Topshop but with distinction and personality. Goodtsuff’s strategy has been guided by Ann Summers wanting to be seen as ‘notorious yet normal’. It is the UK’s leading sex brand and as public attitudes relax so Ann Summers wants to be seen as a normal high street retailer. However, this is Ann Summers and there’s a certain cheekiness and notoriety it must uphold. Its strategy was designed to seek normal fashion environments and then add the Ann Summers twist of cheeky notoriety.