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?
Wonderbra in South Africa created National Cleavage Day in 2002 but the UK team had never promoted it, which led to competitors using the “event” to leverage their brands. The iris team was tasked with rejuvenating the day and cementing the association with Wonderbra as the cleavage bra brand.
They created the “Cleavage Hall of Fame” at Wonderbra HQ and invited women to vote for celebrities renowned for celebrating their assets to be inducted to the. The results were a true representation of famous women proud to show off their curves with Holly Willoughby topping the poll.
The campaign generated 84 pieces of coverage including a branded mention on Channel 4’s “Million Pound Drop”. Notable coverage included DPS features in The Sun and Daily Star plus Mail Online, The Sunday Times, The People and Grazia.
The campaign trended globally on twitter as a result of driving 350,000 mentions which was an exciting first for the brand. Dozens of celebrities tweeted about the campaign including One Direction’s Harry Styles.
Traffic to the Wonderbra website soared from an average 750 unique users per day to 42,320 visitors on National Cleavage Day, a 5,543 per cent increase.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.