內衣品牌創意廣告 性趣十足男士折服

It's certainly a lot more sexy than the Sound Of Music's Do, Re, Me. In an inspired Christmas advertising campaign, lingerie firm La Senza has created a film that shows models singing notes according to their bra cup size.
　　The YouTube video, which has has over a million hits since it launched several days ago, first introduces the seven girls, each with a different cup size, ranging from A to 'Cup Size Choir', pictured on a row of mattresses, then take it in turns to sing their appropriate note to the festive tune of Deck The Halls。A specially created website, , even allows shoppers to 'play' the choir, using the letters on your keyboard - as you play each note, a description of the model's lingerie appears beneath her image, with a link to the product on the La Senza retail site.

你聽過如此性感撩人的“音樂之聲”嗎？這是一家內衣公司噱頭十足的聖誕廣告，衆模特會依據罩杯尺寸的不同，分聲部唱出美妙的音符。在這支視頻發佈僅幾天的時間內，累計點擊數便已突破百萬。短片中，七位不同罩杯的美女依次排開，分別代表音階的七個音符，簡單的音符組合在一起就成了連貫的樂曲，這支“罩杯合唱團”“演奏”了節日名曲《閃亮的聖誕節》。你甚至可以登錄產品的網站，通過電腦鍵盤來指揮這支“波濤洶涌”的合唱團。

The company said the film was aimed at men, to help them with their Christmas shopping.

'We wanted to bring some festive cheer and what better way than the Cup Size Choir,' said Sarah Hawkins, Marketing Director of La Senza. 'It's a sure start to the party season ahead!''The activity is aimed at men to help them with their Christmas shopping, but we hope that women will find it fun and engaging too.'The idea behind the advertisement was the brainchild of Tom Woodington and Robin Temple of creative agency Karmarama.'We wanted to communicate that La Senza had beautiful lingerie from cup sizes A to G,' they told MailOnline.'We saw a correlation with musical notes and thought a Christmas musical number would be just the thing. 'We also thought that element of play in the site which sits behind the viral - where you get to play your own tune and share it with your friends - would increase the amount of engagement with the brand.'

內衣公司希望通過這樣一支別具創新而又“性趣”十足的廣告來吸引到男性消費者的注意。“這個廣告的目的是幫助男性觀衆挑選聖誕禮物，不過我們也希望女性觀衆能有喜歡，併爲之所鼓勵與啓發。”廣告的創意人員這樣解釋到，“我們希望向消費者展示品牌七個罩杯的文胸，在聯想到了音階的七個音符之後，我們認爲聖誕歌曲是最好的載體。另外我們還在網站上製作了特別的互動遊戲，遊覽者可以在網上一試身手，演奏自己的音樂。”

They added that the viral nature of the campaign had proved a huge success for the HigStreet chain.'It's only been live for a few days and we've already had over a million hits on Youtube.'The easy click through to purchase has also meant that the tills in the la Senza online store have also been ringing.'The campaign is significantly different from previous promotional efforts from La Senza. In just October this year it used the cosmetically-enhanced Celebrity Big Brother contestant Chantelle Houghton to appear in its last Christmas it chose Strictly Come Dancing host and mother-of-two Tess Daly to front its Christmas campaign.

而這一話題度十足的推廣方式立刻在網絡引起了熱烈反響，“在Youtube上發佈僅僅只有幾天，我們就已經獲得了超過一百萬的收視成績，高點擊了帶來的是相應的銷售額。”據悉，今年是這家內衣平拍第一次採用如此別具創新的廣告模式，與之相比，之前的推銷手段都顯得索然無味起來。