Viral

Viral Campaign

To promote the launch of their new underwear range, Ann Summers wanted to produce a viral video to generate interest. As part of the brief they wished to take advantage of the coinciding release of the Sex and the City film. Cowan Group won a creative pitch against 39 other agencies to produce the Ann Summers viral campaign, which went live just before the Sex and the City film. The campaign draws influence from the film by taking the \'will they, won\'t they\' premise, but then adding a bit more Ann Summers sexiness to it. The viral video was exclusive to Handbag.com for two days, running from the 23rd May 2008, before hitting the Ann Summers website, and then moved on virally from there. The campaign has been extensively picked up with coverage on the homepage of Brand Republic, Campaign Magazine weekly email and many other marketing sites.