iris has created a traffic stopping billboard for Wonderbra that features thousands of women proudly showing their cleavage in an advert that is the culmination of a two month integrated campaign to launch Wonderbra’s new D – G range of bras.
The range brings the famous Wonderbra uplift to larger cup sizes for the first time and has been developed to answer the demands of the ‘dress to impress myself’ generation for a bra that helps them feel sexy and confident about their assets.
Launched on 11th August in central London, the billboard image is in the iconic Wonderbra style of a close-up bust, which is actually a mosaic image made up of all those that participated in the campaign. The ad carries a strapline – “D – G; Because we’re more than a handful” – that reflects Wonderbra’s hallmark playful communication tone, as well as the attitudes of all those appearing in the billboard itself.
The ‘models’ for the billboard were recruited via a call to action for women of all shapes and sizes to attend an open photoshoot. More than a thousand women attended the day, while further girls were recruited online via by a cheeky viral and a microsite (www.wonderbra.co.uk/world), also developed by iris, that allowed them to email their own photo to join the billboard images.
The microsite also plays host to an online version of the billboard advert that allows the models to zoom in to see themselves and to share their ‘Eva moment’ with their friends and family.
Publicity for the campaign has been extensive with celebrities modelling the D-G range, widespread coverage on the open photocall and the ‘Cinderella story’ of the discovery of the star of the billboard, Katie Green, who forms the core visual of the mosaic.
Julia Nolan, Marketing Manager for Wonderbra, said “The campaign iris created has engaged with our audience and got them involved directly with the brand. The average UK cup size is getting bigger and we know that Wonderbra girls are proud of their cleavage whatever their size – this campaign has given them the chance to be confident, playful and sexy be they an A cup or an G cup.”
Natasha Williams, iris, said “It’s been over 10 years since “Hello Boys” and marketing, together with the attitudes and expectations of the audience, are unrecognizable today.
For brands to really reach their consumers, campaigns have to be designed to make the experience meaningful – our activity has been centered on using the playfulness of the Wonderbra brand to engage with our audience through a range of communications channels and involve them within the Wonderbra experience. The final billboard is the culmination of this with 8,000 images showing fun, flirtatious and confident Wonderbra girls being their sexy-selves.”
The overall campaign has included outdoor, digital, PR and creative work from iris, with the billboard site at Tottenham Court Road, central London provided by MPG and Ocean Outdoor.
 |
Your comments |
Be the first to comment on this article