This project was born to support the launch of Valisere's new transformable lingerie line. Consumer engagement was the key objective and the way the brand wanted to drive more people in the shops to discover and buy their underwear.
Therefore, in the creation of a holistic campaign, one main element was an e-book that we conceived, designed and released entirely in-house.
The transformability, as main product feature, became the pivotal element both of the content, an erotic novel, and the navigation experience.
The heart of the content were narratives based on this transformability and duality. Each story has 2 sides: readers just have to rotate the device to switch between a soft and a spicier story. Both versions aim to bring to life the sensual positioning of the brand, at personalisable levels to better engage with the reader.
The e-book proposed more than just different readings of the same narrative: to increase engagement, we created the endless-story® that invited readers to be part of the content creation.
To allow user generated content to be seen real-time, we integrated Twitter into the app. This way readers could write and send short sentences to complete key chapters of the latest story by the novelist Aveline Avide.
The same interface had to express transformation, discovery and some sort of mistery: the menu page was designed to replicate a vault gear lock and animated with the classic gear circle spinning, so to give the feeling the user is opening secret diary. .
The navigation through the two sides of the stories was intuitively conveyed by flipping the device. On top, the vault gear lock would appear and provide access to the main tools and options. In addition, a secondary menu - appearing when the user double clicked on the text - was giving options like bookmarking, highlighting, sharing and tweeting.
The endless-story and the reading options were completed by a store locator feature, calling people to go in the point of sales for a personal fitting. This way, consumers could be seamlessly driven from the digital engagement tool into the physical point of contact and purchase.
The holistic user experience required a dedicated website, where to display the countdown for the upcoming stories' release - part of the 6 months digital & social campaign, and to promote events and special actions post-launch.
Contdown, tutorials, promotional video and activations where the main content of the campaign landing page.
The ebook was launched on Apple Store and Google Play immediately after the release of a branded Spotify playlist. This playlist was based on the hero track composed for the campaign video, ad hoc created by Olmo Costa. The hero track was also used as key sonic branding element and as optional soundtrack during the reading of the stories.
This product was the high end, hero corsette of the product line. We created a specific branded mood video for this as an additional element of the campaign, targeting the most sophisticated segment of the target.