Wonderbra enters 3D for integrated campaign

The first 3D billboard poster from Wonderbra has been erected to mark the launch of its new integrated ‘Full effect your life’ campaign.

Created by Iris Manchester, the 48-sheet poster will promote the brand’s new engagement initiative, which will also roll out across digital, experiential, media partnerships and PR, to reach its target female audience.

The poster, at Waterloo Road in London London, features a model wearing the bra and can be viewed with specially designed 3D glasses in the shape of the bra.

The guerrilla stunt was created by iris to generate buzz around the new bra, which can boost busts by up to two-cup sizes.

Wonderbra will give three girls the chance to win one of three experiences including the opportunity to become a fashion journalist with a week’s internship at Cosmopolitan.co.uk; discover the secrets of a fashion stylist by shadowing Grace Woodward of ‘Britain’s Next Top Model’; or enter into the mind of a fashion buyer on a trip to Paris with leading vintage site WeLoveVintage.

The nationwide competition began today with an exclusive feature in The Sun, including a giveaway of limited edition ‘Full effect’ 3D glasses, while social media content will also feature on Facebook and Twitter to drive traffic to the competition website.

A series of bespoke media partnerships will also see Wonderbra tie up with brands and branded events such as ‘Britain’s Next Top Model Live’, to promote the competition among likeminded audiences and generate online awareness.

Julia Nolan, marketing manager for Wonderbra, commented; “As an iconic lingerie brand the 3D billboard is the perfect way to launch the campaign for our new bra, it brings to life the product’s benefits in a bold and exciting way. Iris really understands our Wonderbra girl, what interests her and how to reach her effectively. This campaign is hard-working and uses a strong mix of channels to engage our target consumer.”