The campaign aims to raise awareness of the A/W10 Freya collection, gather consumer data and increase Freya Lingerie Facebook fans – and it runs till the end of November. Prompted by audio ads, an interactive lightbox and an album artwork panel on Spotify's free subscription service; users are invited to add a track to the playlist which sums up the way they feel right now for the chance to win a year's supply of lingerie.

The campaign is also being promoted through Facebook advertising, driving people through to a Spotify playlist via a custom-built Facebook tab. So far, the campaign has delivered a 40% increase in Freya Facebook fans and has had an unprecedented three days’ of music added to the playlist - with hits by artists such as Katy Perry and Cindy Lauper in the top ten.



Ann-Marie Manley, Freya’s Head of Marketing said, "We're overwhelmed by the response. The campaign has been a fantastic way for us to engage consumers with the brand using music as a lynchpin and we have captured a great deal of consumer detail through the competition entries, enabling us to ensure that future campaigns remain just as targeted."