NovaRising's campaign for Agent Provocateur is a first for its combined utilisation of several emerging video technologies.
The campaign uses video email and vodcast formats to deliver a short video trailer of Kate Moss's 2nd film 'Scale'. This directs individuals back to a full interactive video version of the film on the site.
The campaign was extremely successful with click-through rates for the email of up to 56% and click-through from the video to the shop of 23%. Online sales increased hugely for the items featured in the video.
The campaign was launched in November and has been highlighted in the IAB's round-up of 2006 as the sexiest email of the year.
The campaign utilised a subject line of "Kate Moss Gets Interactive" to increase open rates for the email.
The creative element was based upon compelling photography of Kate Moss modelling Agent Provocateur lingerie.
Video was built into the creative execution to gain immediate immersion in the content as it plays within the email preview pane, this contributed significantly to the exceptional click-through rates.
The video was streamed into the email client in a compressed windows media format which isn't blocked by Outlook and most web based clients. For those email clients which don't support video a sophisticated animated gif which gave the appearance of video was utilised as a back-up element.
To gain additional brand awareness the trailer was also released on UGC (User Generated Content) sites such as You Tube & propagated by RSS feeds across iTunes and other podcast aggregators in a vodcast (video podcast) format.
Viral forwarding functionality was built into the email to enable recipients to simply spawn another video email and send it to a friend.
The Coull.tv interactive video technology was utilised to enhance the video experience for Internet Explorer users who could hover-over the lingerie items that Kate Moss was wearing to identify what they were.
Clicking on the items would direct the viewers straight though to the relevant item within the sales area of the website.
It is the first use of the Coull.tv technology in a campaign like this and it is an important innovation for brands with video content as it allows viewers to identify and take away information about items of interest at the time of consumption of the video.
The campaign met the challenge set of building sales from the interest generated in the film by simultaneously contextualizing ranges and showcasing featured lingerie.