Get women watching WAGs Boutique, a reality TV show following footballer’s wives and girlfriends as they fight tooth and fake nail to run two rival fashion boutiques.
WAGs will do anything to get one step ahead.
Play produced online ads that exploit the public perception of the WAGs as bitchy and ruthless with each ad featuring one WAG attempting to violently sabotage a rival.
The campaign experienced a 44% interaction rate compared to an industry average of 9.50% (Double Click). This resulted in a huge increase in awareness of the show and an increase in viewing figures, with thousands of users signing up to the free text reminder service.
