Selfridges launch upmarket lingerie campaign

Selfridges are to launch its latest upmarket lingerie line, Triumph Essence, with a new multichannel push rolled out by OgilvyAction.

Fronted by supermodel Helena Christensen the campaign kicked off with a live display of the new range by models posing in the windows of Selfridges London.

The campaign will experiential, digital and poster advertising whilst in-store interactive technology includes an augmented reality ‘Fantasy Mirror’ and QR codes strategically placed throughout the lingerie department to offer smartphone users exclusive content.

OgilvyAction COO Andrew Reeves, said: "Our mantra is one of influencing purchase behavior using the relevant mix of our shopper, digital, promotional, experiential and trade expertise.”

Reeves continued: "Here we have a campaign that includes everything from the creative use of cutting edge technologies to in-store architecture, to window builds and carefully commissioned campaign music and illustrations.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

All by John