Wonderbra yesterday launched a month long campaign for its Ultimate Plunge bra with fans bungee jumping in front of London’s Battersea Power Station.
The campaign, created by iris, saw girls selected from Wonderbra’s fan and online database ‘taking the plunge’ in front of a gigantic image of Wonderbra girl Adriana Cernanova projected onto London’s Battersea Power Station.
Julia Nolan, marketing director at Wonderbra UK, said: “The Wonderbra girl is constantly seeking out and sharing fashion and style ideas online so we will be focusing on social media to create buzz and engagement. iris has created a campaign which will excite and inspire our audience, generating talkability to ultimately drive purchase.”
The month-long digital and PR engagement campaign for the new bra continues with females between 18 and 25 invited to ‘take the Ultimate Plunge Style Challenge’ on Facebook, with the chance to win a style consultation with TOWIE star and fashionista Lydia Bright and a VIP night out in London. Four winners will be chosen weekly starting in December.
New Wonderbra ambassador Bright will also produce Facebook content in collaboration with Wonderbra throughout the month, as well as engaging with fans through print and online interviews and online product demos.
Nick Porter, managing partner of iris PR, said: “There is a social pressure for this audience to look good and be constantly updating their image, yet our insight showed many don’t experiment with a new look as they don’t always feel confident to wear it.
“Our campaign motivates this audience through their preferred medium, digital, and inspires them to be braver with their look. By putting a plunging neckline in context with other fashion and lifestyle challenges, we will aim to encourage Wonderbra girls to be bolder than ever and to ‘take the plunge’.”