Secret's dance contest moves women to display confidence

In launching its "Because You're Hot" campaign, Secret not only played with definitions of what makes a woman "hot," but also introduced totally new positioning.

In launching its "Because You're Hot" campaign, Secret not only played with definitions of what makes a woman "hot," but also introduced totally new positioning.

To draw media and consumer awareness to the effort - and traffic to Secret's www. becauseyourehot.com Web site - the brand called on PR partner Marina Maher Communications (MMC) to develop a complementary effort reinforcing Secret's new, more contemporary image.

Idea: Because the accompanying ad campaign embodied the belief that female confidence is sexy, MMC sought to "capture that spirit and essence, [and] play on the 'hot' idea," said agency VP Aimee Leonido. MMC looked to partner with "someone who could deliver the brand message with credibility and energy." That person: Jennifer Lopez, "a modern expression of feminine confidence."

Tools: Taking advantage of Lopez's singing and dancing talents, Secret and MMC launched "Secret's Show Us Your Moves," a casting call for the US' hottest female dancer. Kicked off in New York - where it was followed by a VIP party - the search will continue in Dallas, Atlanta, Miami, Chicago, and Las Vegas through September. Jay Gooch, P&G external relations manager, said women who can't make it in person can still interact with the brand by submitting an online video of their "Secret Hot Moves." The dancer who best conveys her confidence (while jamming to one of six pre-approved J.Lo songs) will be in an upcoming Lopez video.

Measurement: Leonido said success will be measured through media placements, the number of women who physically come to the casting calls or submit online entries, and Web site traffic.

Company: Procter & Gamble/Secret
Campaign: Secret's Show Us Your Moves
PR Team: P&G/Secret (Cincinnati) and Marina Maher Communications (New York)
Other marketing: Advertising
Launch: August 23
Budget: Undisclosed

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