La Senza Cup Size Choir

Background

La Senza

Location: US // Canada

Famously sexy, infamously naughty.

The fashion destination for the hottest trends in bras, panties and playfully sexy lingerie at guilt-free prices..

La Senza Corporation is a Canadian fashion retailer based in Dorval, Quebec that sells lingerie and intimate apparel. The La Senza brand is currently owned by L Brands which operates and owns La Senza stores in Canada and uses a franchise model for the operation of stores outside Canada.

Since its first store opened in 1990, the company has grown to include more than 300 stores in Canada. A further 487 stores under the La Senza brand operate in 45 other countries worldwide via licensing, franchise, and cooperation agreements. In 2006 La Senza was purchased by Limited Brands of Columbus, Ohio for $628 million in cash.

La Senza's products focus on lingerie and nightwear but also include loungewear, daywear, and accessories. The concept is similar to that of Victoria's Secret, which is also owned by the Limited Brands corporation.

Similar to Victoria's Secret, La Senza uses high profiled fashion models to endorse their product. Models such as Lauren Gold, Petra Nemcova, Isabeli Fontana, Bianca Balti, Yamila Diaz, Doutzen Kroes, Daniela Pestova, Sophie Anderton, Rebecca Romijn, Caroline Winberg, Emma Heming, Jessica Stam, Maria Sokolovski, and Niclyn Rendall have been featured in an array of campaigns. La Senza does not limit their advertising to high fashion models and often uses high profile celebrities to endorse their brand. Previous celebrities to endorse the brand include Strictly Come Dancing's Tess Daly, Ex Hollyoaks actress, Gemma Atkinson, and English footballer Gary Lineker's wife and commercial print model, Danielle Lineker.

Challenge

The brief was to teach men/boyfriends/husbands about buying lingerie for their girlfriends/wives.

The idea - exciting viral social promo for La Senza corporation which can attract a lot of traffic to the La Senza lingerie webshop.

Promo will be presented as musical video&flash scenarios with seven girls models in main role.

Interactive part of CupSizeChoir website: multimedia piano with girls from Cupsize A - G representing musical notes A - G. Every visitor can record own melody using the mouse or keyboard and share them with friends.

Additionally project required two websites(English, Russian) with lingerie catalog, fashion news and articles.

Solution

Interactive piano created as a promo for La Senza in Christmas 2010.

The website reached over 4 Million hits and more than 400 songs a day were recorded in the first year.

The website launched with a video introducing the girls as musical notes A- G. The interactive live action piano followed. This allowed users to record their own songs and share them with friends.

Saengo development team used CMS Drupal 6 and built backend and frontend parts for this project. Photo and video material were created and approved, all programming and customization of CupSizeChoir websites was performed by our team.

These project included:

  • CMS Drupal 6, CSS 3, HTML 5, JQuery, Semantic Code, Valid Coding
  • MultiLanguage interactive website structure(English, Russian)
  • Crossbrowser Compatibility, Responsive Grid System
  • Development two Drupal 6 graphic themes
  • Js animation
  • Custom Drupal 6 modules
  • Custom webforms
  • Social options

Statistic

7

Developers worked on this project

3

QA engineers on the team

12

Weeks long engagement

28728

Lines of code

9 Million+

Unique visitors and counting to date

400 songs

recorded every day in the first year

It's a miracle that we have discovered the Saengo team. They are creative and go above and beyond in offering options and solutions to meet our specifications. We have been deeply impressed with the quality and elegance of the service they've provided. After long-term cooperation we are very happy with our value and payback equation. Would recommend Saengo team for creative and difficult projects.

- Mercedes Branigan, Marketing Director at La Senza corporation