Wonderbra’s new campaign features a fully clothed model and innovative app that enables users to check out the bra behind her look.
The integrated media campaign centres around an innovative new App called ‘The Wonderbra Decoder,’ which seeks to bring the campaign message to life in an engaging way by targeting the brand’s audience directly.
‘The Wonderbra Decoder’ allows the user to ‘decode’ the underwear secrets of model Adriana Cernanova, face of the brand and app.
Print adverts of a clothed Adriana – reportedly an ‘industry first’ for lingerie advertising – will launch on October 2 and consumers will be encouraged to download the new App prompted by a QR code on the advert.
The app allows users to scan the clothed image of Adriana to reveal the Wonderbra behind her look in real time on the user’s Smartphone. A gallery of Wonderbra images will showcase the range, and users will be encouraged to share the app on social media sites.
The campaign targets a range of media for maximum exposure, with placement in print weekly and monthly magazines, consumer online sites and screens in bars. The campaign will run for two months across October and November, in order to maximize awareness for the brand in the run up to the Christmas party season – a key selling period for Wonderbra.
Media is supported by in store POS and a heavy social media and PR drive, including videos featured on the YouTube channel. To further engage with the consumer and bring the messages to life, Wonderbra is running a Facebook competition at the centre of the campaign, fronted by a celebrity stylist, who will also be leveraged through PR.
Martina Alexander, Marketing Manager for the Wonderbra brand in UK said: “Wonderbra offers a bra for all occasions and we wanted to highlight this through a fun and original medium that really targets and engages with our consumers. We are showing Adriana in her clothes, including simple jeans and T-shirt, and through our new and unique App consumers can reveal the Wonderbra behind the look. It’s really female friendly and links to the outfit which was important to us.”
The app is available from the App Store and Google Play from October 1, 2012.