LAU Creative Advertising Level 5

Ernest Aidoo

Insight: People are scare of saying what they are into because of judgement or rejection

Proposition: satisfy your sexual needs without breaking social distancing

Target Audience: Couples in quarantine together

Jessica Watson

-proposition : Satisfy your sexual needs without ruining your relationship during lockdown

-audience : Mature Couples , lockdown together

Ideation : During this time relationship are having a hard time , even more sexuality . From a lack of intimacy and  innovation or low  desire .. Ann summers invite you to be more adventurous . And let passion and adventures help you survive this crisis

1)Probably not the mask you were expecting

2)being “Lockdown” never felt that good 

show that Ann summers understands and support their consumers and that crisis which is challenging they mental and sexual well being 

AUDIENCE: Single people who are used to dating casually & who can’t wait to go out again to satisfy their sexual frustration - (might break social distancing for sexual gratification) 

PROPOSITION: SATISFY YOUR SEXUAL NEEDS WITHOUT BREAKING SOCIAL DISTANCING

BIG IDEA:  SPICING THE EVERYDAY INSTEAD OF COUNTING THE DAYS — mundane situations but included the toys in them

Strategy: Anger is an aphrodisiac, so Ann Summers should make a punchy and controversial campaign that helps to transform people’s frustration and anger towards covid-19 to passion and empowerment.

Proposition: Satisfy your sexual needs without breaking social distancing. 

Different to competitors: This is also how they will stand out from the crowd competition, they are passionate and daring rather than cute and happy (LoveHoney)

Insight: Ann Summer’s allows girls to take control of their own sexual gratification 

Strategy: Allow girls who are unexperienced in sex toys to recognise that their sexual satisfaction can be in their own hands, and not just in their partners.

Target Audience: Young women, ages around 18-25, who don't often use sex toys as they have their partners to satisfy their sexual needs, but now because of this lockdown, they are looking to fulfil these needs by themselves. However they may find sex toys daunting so they may be looking for a way to ease into it.

Big Idea: Ann Summers can be your guide through this storm. People may be feeling like they have a lack of control over everything going on, similar to a storm, but they can be reminded that they can have control over their sexual needs, and be their own captain, through Ann Summers help.

Target audience: long term couples/ married couples (older audience)

Execution 1: a directed email advertising their new blog sent specifically to people who’ve bought from Ann summers before no matter how long ago

Execution 2+3: ads for their website, social media and in the email

Message: nows the time to explore... but in the bedroom

Ella Warwick 

Target A - Couples who are social distancing.

Fact - Over the past week searches for Sex toys & Lingerie have peaked during the hours of 10pm - 3am.

Insight - People are feeling more lonely at night.

‘Stay calm, during the storm’

MICHAEL WHITE:

image 2-4: 

series of Instagram ad's showing how we are more comfortable and adventurous at home/alone

5:

a video to be played on youtube as an ad before videos about sex/sex toys. offers a potential link with influencers/could lead to sponsored videos

6:

Audience: Single women in quarantine.

Insight: The world stopping doesn’t mean you have to.

Tagline: Take pleasure into your own hands. 

Big Idea: to show that even though the world has been put on pause and you can’t see people doesn’t mean you can no longer satisfy your needs and experience pleasure. You can take the matter into your own hands and be your own knight in shining armour. 

Fact - “Toy demo’s are why 75% of people attend an Ann Summers party”, Jayne Nunn, Ann Summers’ Ambassador.

Insight - Ann Summers’ face-to-face customer service and care is what separates them from the competition.

Strategy - To give women a platform to talk to their friends, other women, industry professionals and role models about the toy market, their own experiences and advice.

Proposition - Satisfy your sexual needs without breaking social distancing.

Big Idea - #AnnSummers50. To celebrate 50 years since the opening of Ann Summers’ first store, the brand will collaborate with Zoom to pay homage to a massive part of the brand’s identity: Ann Summers Parties. Group Zoom calls will be available all over the UK with brand ambassadors and experts. Women could sign up for the weekly calls as a small group to join the larger call. There would be exclusive discounts and deals given, lots of toy demos and an open question time.

Josh Wheatley