Lily of France Launches ‘Match’ Campaign
Lily of France is paying homage to online dating with a new campaign that invites women to submit personal ads for a chance to meet Charlie O’Connell, star of ABC’s The Bachelor.
The campaign supports the launch of the Lily of France True Match bra, which hit stores in July. The True Match campaign is meant to empower women with the message that “You Are Sexy.” Its goal is to match women with the right garment.
Lily of France is extending its reach online, offering a contest in which consumers can submit personal ads online at Lilyoffrance.com. Each ad has a 200-word limit. Visitors can then vote on the best ad to determine who will win the grand prizelunch with O’Connell in New York City.
The prize package includes a trip for the winner and guest to New York, a $250 intimate apparel wardrobe from VF Intimates, $500 spending money; and lunch with O’Connell. Ten first-prize winners will receive $100 intimate apparel wardrobe from VF Intimates.
As part of the campaign, O’Connell will also make personal appearances at select JCPenney stores across the country. Byte Interactive, South Norwalk, CT, handles.
“We wanted to tap into everything that is happening online,” said Gene Tiernan, VP Strategic Services, Byte Interactive. “We want to let people express themselves, to create fun ways to get the word out about this product.”
Byte Interactive created the personal ad contest to further engage consumers with the brand. “Everybody goes back to the newspaper and reads [personal ads] out of curiosity,” Tiernan said. “We are trying to take the attributes of the brand and bring it to life online, to create an opportunity to show everybody’s voice is [in] the brand.”
The contest runs through Oct. 4. Radio spots, in-store signage and Internet materials support.
