The free-to-download interactive app invites customers to "Shake me, Tilt Me and then Undress Me" resulting in models removing clothing to reveal the underwear.
Touching the model takes customers through to Agent Provocateur’s website, where they can buy items direct from their phones.
The lingerie brand has previously used high-profile celebrities, including Kylie Minogue and Kate Moss, in its campaigns.
social media account in December, following a competitive pitch.
This week the agency appointed Joe Holt as its creative director. Holt joins from Albion where he has worked for the past three years on brands including Absolute Radio, Cafe Direct and Jose Cuervo.