Figleaves launches interactive Tube ad campaign

Online lingerie retailer has created its first interactive advertising campaign in partnership with SaveMe4Later, targeting London commuters.

The new project, which is to run from November 28 to December 12, will see the SaveMe4Later logo displayed on adverts in over 60 London underground stations and over 450 underground sites.

Commuters will be able to download the SaveMe4Later app overground and use it underground to save the Figleaves adverts as they travel within the Tube network.

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Commuters can type the brand name ‘Figleaves’ and station ‘location’ into their phone. They will then be notified that when they reach ground level, the pending advert saves will be processed, saved and available to view, either on their web account or directly on their mobile phone.

When accessed, the app will deliver the exact advertisement with all the product information, an exclusive discount and a direct link to buy online at

Both brands will be promoting the campaign through Facebook advertising and further online activities, which will encourage users to interact with the adverts. Their Facebook sites will also host competitions and daily giveaways.

SaveMe4Later chief executive Dermot Dennehy said: ‘’SaveMe4Later facilitates sales from offline advertisements, sales tracking from these adverts and can generate granular consumer data. will be the first brand to lead this new form of interactive advertising on the Underground, with other brands to follow in 2012.”



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