A new online campaign for feminine hygiene products maker Incognito is trying to grab women’s attention with its provocative premise.
Its bilingual campaign that targets young women in Quebec involves a contest in which women can submit a phrase on a virtual pair of panties to earn votes and the chance to win a lifetime supply of Incognito products.
Defacto, a digital marketing agency in Montreal, developed the “The Official Panties. Period.” campaign. It is the first bilingual campaign it has produced for Incognito.
A microsite – the hub for contest entrants – asks them to contribute their “message on menstruation,” allowing them to design their ideal pair of panties to wear when they have their period. The results are being posted in a gallery on the site; the pair of panties that gets the most votes (“The Official Panties”) will be made and sent to those that take part in the contest.
Entries in the gallery include panties with messages from “Bloody Hell” to “I’m sexy and I know it!” and “Out of order.” To vote, visitors must log in to Facebook, which has helped the campaign earn awareness in the social sphere.
Defacto also did a traditional media buy for the campaign, including out-of-home ads on university campuses, in movie theatres and on French-language music channel Musique Plus. The work also appears on websites such as MusiquePlus.com and Nightlife.ca.
Growing brand awareness was the focus of the campaign, said Defacto president François Bellavance in a release. The line that appears in the creative – “Tired of your old panties?” – is meant to grab attention, and the interactivity of the contest and social media sharing aspect will maximize the campaign reach, he said.
Since its launch on Sept. 3, the site has received more than 3,600 submissions to the gallery.
