MarketingProfs

MediaBuyerPlanner: Paris-based clothing catalog Shai is using online video catalogs at SexPacking.com that are pornographic in nature, or, as a company press release phrases it, that “highlight the seductive dimension of the line,” writes Media Life. The three videos – Women + Women, Women + Men, and Men + Men – show attractive porn stars in “various states of undress doing what they do best,” according to the article.
By moving the cursor over small green dots that hover over the clothing, viewers can explore the product in more detail (without ruining the flow of the video). There is no ecommerce element in the campaign, as the clothing is available only at stores. Media Life writes that, while the site has plenty of sex, it is not arousing, with the message seeming to be that “sexuality is part of life at Shai, and is thus part of its sweatshirts as well.”
Visitors to the site can also view a “cleaned up” version of the SexPacking catalog at Shaiwear.com.