In order to raise awareness and sales of their pretty much unfamiliar erotic book section, La Fnac megastore, one of France’s largest retailer of its kind, found one of the most beautiful ways of promoting the written word, as well as driving customers’ attention in a completely nontraditional way. As a part of their promotional Week of Eroticism, the store has presented The Erotic Touch, an interactive erotic audio book experience which took place at their main Parisian store and it was created specifically for the brand by Marcel agency, Paris.

As the passages from Lady Chatterley’s lover were written across the walls, people had the opportunity to actually feel the intensity and depth of each word as their fingers caressed the text. Colored with all the Frenchness there is, and followed by the sexiest song from the 60s (Jane Birkin and Serge Gainsbourg – Je T’aimeMoi Non Plus), the campaign strongly knocked down all the prejudices about erotica as a cheap excitement, and managed to lift sales up to 14%. Check out the video below created by Marcel:

Advertising Agency: Marcel, Paris, France
Developer: Nicolas Chesné
Technique Account Manager: Samson Tat
Creative Technologist: Etienne Durand
Music: S.gainsbourg/S.gainsbourg/”je T’aime Moi Non Plus”
Editor: Yacine Saadi Director/Dop/
Cameraman: Cedric Dubourg/Yacine Saadi
Producer: Cedric Dubourg/Yacine Saadi
Account Manager: Josephine Lipp/Jeanne Neuschwander

Operational Marketing/Advertising Director: Amandine Morel
Chief Marketing Officer: Katia Hersard
Account Supervisor: Olivier Sebag
Agency Producer/Director Of Innovation: David Buff
Art Director: Anais Boileau
Copywriter: David Buff/Dimitri Guerassimov/Eric Jannon
Creative Director: Dimitri Guerassimov/Eric Jannon
Executive Creative Director: Dimitri Guerassimov
Chief Creative Officer: Anne De Maupeou