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- Website 2008
Agent Provocateur creates high quality, designer lingerie that enchants and arouses both wearers and their partners. When they were looking for a creative agency to reflect these qualities in their communication material, they looked no further than Story. We like to think that we have lived up to their expectations.
Vogue has called their e-commerce website the sexiest in the world, the spin-off ad on the number 23 bus brought Oxford Street to a stand still and the latest website is receiving hundreds of thousands of visits per day. Sales are up quite a lot too.
The second campaign was the extremely high-profile Kate Moss bridal event, where the photography of Nick Knight and the vision of the Chapman brothers created a set of striking, surreal images portraying a very different kind of white wedding in which, in typical Agent Provocateur style, women were shown as attractive and liberated without being submissive. We built these images into an area of the site that explored the status of marriage, generated debate and helped Agent Provocateur customers reconsider how their wedding could be.
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- Website 2007
- The 2007 iteration of the Agent Provocateur site saw us explore the possibilities of video and storytelling to create an engaging, irresistibly sexy website that generated return visit after return visit. With Maggie Gyllenhaal the new face of the brand, we built a series of exquisite multi-part video stories where two ingénues entered the glamorous and seductive world of a Hollywood mansion and had a lost weekend in a Victorian manor house.
Supporting this we produced a series of initiatives to develop deeper customer relationships and turn browsers into buyers. Agent Provocateur embraced social networking, with Facebook used to explore the lives of the characters from the videos and Flickr hosting a competition to design the front cover of erotic novels following their exploits. Both gave users the opportunity to interact with the brand more deeply and begin to make it personal to themselves.
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- Website 2006
- The 2006 website was yet again a new challenge. Working with short films shot by Mike Figgis and starring Kate Moss, the site was always going to be hugely popular. It was our task to convert these voyeurs into loyal customers.
By segmenting the audience into first time visitors, repeat visitors and existing customers we were able successfully to target them with appropriate calls to action - whether it was signing-up to Club AP, promoting entry-level products or going straight for the kill with the gold stretch PVC playsuit. Wear it if you dare!
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- Website 2005
- Following the success of the 2004 website, Story was asked to design and build the 2005 website. The theme this year was magic. Shot at the Rivoli Ballroom in Brockley, we were immediately inspired by Victorian Music Halls, Vaudeville and turn-of-the-century circus posters.
The resulting website, catalogue, poster campaign and window displays were all based on magical posters magically coming to life. With the model stepping outside the frame of the poster and various death defying stunts, the barrier between fantasy and reality was again blurred.
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- Website 2004
- Story first started working with Agent Provocateur in early 2004 on their email marketing campaigns. After increasing their email database by 130%, improving click-throughs, the average order value and still staying true to the brand, we were given the chance to pitch for the website. We won the pitch.
The result was the D&AD recognised work based on voyeurism, which is central to the Agent Provocateur brand. Agent Provocateur recognises that much of erotica is based on female strength, our challenge was to stay true to this central belief, ensuring the girls were in control throughout, teasing you from the inside of your monitor but remaining untouchable. Only by purchasing the lingerie could the fantasy become reality.
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- Catalogues
- Story produced the Agent Provocateur catalogues in 2004 and 2005. The 3D pop-up boutique masquerading as the 2005 brochure was a challenge for all involved. Flat-packed and easy to post it transformed into a shop with a couple of clever folds. The window displays could be changed according to the owner's mood and there was a handy cheque book for those who felt like indulging themselves.
This was followed by a "Box of Tricks" in 2005 consisting of a dazzling collection of laminated cards, complete with magic wand and gold stars in a hand-finished (ooh-er) custom box.
Story's three-dimensional print skills were stretched to the limit with the 2005 Agent Provocateur pop-up catalogue.
In Agent Provocateur's own words... “This year to celebrate ten years of provocation we have produced a three-dimensional collectable Agent Provocateur boutique catalogue. This lovingly designed pop-up boutique allows you to create your very own window displays using 27 postcards, each featuring one of our new ranges. This design masterpiece will certainly take centre stage on any mantle piece.”
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- Bank of AP
- Throughout the year, the Bank of AP rewards selected Club AP members at random. For example, the voucher above gave the lucky member £10 off their next purchase over £50.
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- Outdoor campaign
- Story inadvertently brought Oxford Street to a standstill when they reskinned a number 23 bus as part of their outdoor media campaign for Agent Provocateur.
Numerous minor traffic incidents between Liverpool Street and Westbourne Grove were attributed to the provocative rear of the bus. London Transport have since changed their regulations on the type of advertising that's permissable across their network...
- "The website does more than sell, it's about telling a story, taking people on a personal adventure"
- Joe Corré
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