Concept campaign
       
     
Split stories
       
     
Features
       
     
User interface
       
     
User experience
       
     
Engagement tools
       
     
Web design
       
     
Minisite
       
     
Music composition
       
     
       
     
       
     
The project (reel)

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.

Concept campaign
       
     
Concept campaign

The transformability, as main product feature, became the pivotal element both of the content, an erotic novel, and the navigation experience.

Split stories
       
     
Split stories

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.

Features
       
     
Features

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.

User interface
       
     
User interface

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. .

User experience
       
     
User experience

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.

Engagement tools
       
     
Engagement tools

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.

Web design
       
     
Web design

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.

Minisite
       
     
Minisite

Contdown, tutorials, promotional video and activations where the main content of the campaign landing page.

Music composition
       
     
Music composition

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.

       
     
La Nuit Lumineuse

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.