Lingerie brand to follow Kylie work with digital blitz

Marketing 22-Jan-04

Upmarket lingerie brand, Agent Provocateur plans a host of digital marketing initiatives as it tries to repeat the success of its infamous viral campaign, which featured pop star Kylie Minogue.

Agent Provocateur has consulted a number of digital creative agencies in the past few weeks about a prospective viral campaign scheduled for later this year.

E-commerce manager Jeremy Muras confirmed discussions about a "viral initiative" were ongoing, but stressed it was not aiming to replicate the Kylie format, which stemmed from a cinema ad in October 2001 and soon became a common feature in millions of e-mail inboxes worldwide.

Agent Provocateur is also planning online marketing activity around Valentine's Day. It is working with ad agency CDP Travis Sully on the development of an anonymous online Valentine's Day card service.

A special web site will be launched at the start of next month, with dedicated marketing activity to support it.