Lead agency: iris
Client: Wonderbra (DB Apparel)
Who came up with the idea?: iris
Who signed it off client-side?: Julia Nolan
Who delivered it?
Richard King and his dare devil skills
Wonderbra has always been celebrated for its bold, high-impact product launches.
iris was asked to launch its Ultimate Plunge bra. The agency needed to make it a famous event, highlighting the “deep plunge” and celebrate female audacity. The team was also tasked with increasing the number of fans engaging with the brand through Facebook.
So Facebook fans were invited to “take the ultimate plunge”: a bungee jump in front of a projection of model Adriana Cernanova wearing the Ultimate Plunge bra on Battersea Power Station.
In addition, survey results proved women lacked the confidence to wear plunging necklines, positioning Wonderbra as the perfect underwear solution.
The stunt generated 77 pieces of coverage including The Sun, Mail Online, Daily Mirror, Evening Standard, New and Glamour Online. Globally it reached more than 188 million people.
Talkability was so widespread it was the subject of a Daily Mail cartoon.
The campaign increased Wonderbra Facebook Likes by more than a third, and increased the number of people talking about Wonderbra by 350 per cent.
There was a 400 per cent increase in sales for Wonderbra at ASOS over the two day launch period. Within six weeks, this niche product was outselling Wonderbra’s best selling Ultimate Strapless in retailers.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). Deadline is now 8 February 2013, although if you can get things in earlier, that would be good.
Picture credit: Getty Images