DESCRIPTION:Expensive
shopping expeditions, manicures and lengthy
lunches. Just a normal day in the life of
our notorious WAGs (that’s the Wives
And Girlfriends of England’s footballer’s
for those of you who don’t read Hello
or OK magazine). But now the Jimmy Choo
is on the other foot. ITV’s reality
show, ‘WAGs Boutique’, saw the
lesser-known other halves switch from browsing
the shelves to stocking them with their
claws out as they fought tooth and fake
nail to run two rival fashion boutiques
in central London. Play’s task was
to create an interactive advertising campaign
that would promote the show to a predominantly
female target audience known for their love
of scandal and celebrity, with the aim of
building excitement and anticipation in
order to prompt viewing. Play decided to
focus on the competitive nature of the show
with each ad featuring one WAG trying to
sabotage a rival. After developing concepts,
Play directed and shot scenes with the WAGs
which were then used to create a series
of rich media video ads. One execution sees
a WAG jump out of a skyscraper and steal
a blow torch from another apparently unrelated
ad before setting the unit on fire with
her rival still in it; another sees two
rivals gossiping in a boutique scene in
an MPU but as one of the WAGs leaves she
picks up the corner of the MPU and pushes
it over with her rival still inside. As
the campaign has only recently gone live,
we are not able to include complete results.
However, early indications suggest that
WAGs Boutique will rank amongst ITV’s
most successful interactive campaigns to
date.
JUDGES COMMENTS:
"The interaction
of the women in the ads with the web
page itself was completely unexpected
and was really attention getting.
These ads are fun! Well done and very
creative!"
