Agent Provocateur has launched a ‘Ménage à Trois’ WhatsApp chat feature to allow couples to shop with its agents.

The campaign centres around the lingerie specialist’s ‘Naughty or Nice’ Christmas advertising and features a dual-sided interactive video, emphasising the juxtapositions of the campaign.

An agent will advise couples, in a three-way group chat in WhatsApp, whether to choose naughty or nice items from the Agent Provocateur Christmas collection to suit their personalities, with the aim of driving them in-store to make their purchase.

The initiative was developed with creative agency Cult LDN and is available for consumers to use from December 4.

Mobile strategy

The lingerie specialist said that it had chosen to launch its biggest ever campaign on WhatsApp because of the role of mobile in choosing Christmas presents.

Other retailers to have used WhatsApp to engage with consumers include Clarks, which last year told the story of its classic desert boot through a series of messages including images, playlists and videos.