Ann Summers’ first TV ad wins Thinkbox Award

British Institution Ann Summers was victorious at the 2012 Thinkbox TV Planning Awards this week, taking home the Best newcomer to TV & Best low budget use of TV award for its takeover of ITV programme The Only Way is Essex.

Ann Summers’ approached ITV in 2011 to create its first ever television commercial. The objective was to suspend people’s perceptions of the brand, raise awareness and showcase its sexy new range to its target audience.

Given the tight budget, ITV developed the idea of a catwalk-style advert, which featured real women recruited by Ann Summers, strutting their stuff in Ann Summers’ lingerie.

On the night of their TV debut ‘Ann Summers Advert’ trended on Twitter worldwide and the lingerie brand saw a 51% increase in sales of a featured product immediately after the commercial aired.

Thinkbox judge Mark Jarvis, a partner at the7stars, said:"For a first effort in TV it was good, solid and brave – a worthy entry.”

Watch the ad, right, or read more about Ann Summers’ campaign.

Congratulations to all the winners of the Thinkbox TV Planning Awards 2012 :

Grand Prix

Adam & Eve
Save the Children
Born to Shine

Best use of TV in an integrated campaigN
TiVo: the best use of TV in an integrated campaign

Best on-going use of TV 

Manning Gottlieb OMD
John LewisTV and Tears

Best use of sponsorship or content
Adam & Eve
Save the Children
Born to Shine

Best use of TV innovation
UM London
Product Placement in a League of its Own

Best use of TV for response
Total Media
Hoting up response through TV