Lingerie advertising? Just get a hot model wearing incredibly sexy underwear and not much else, right? So when Wonderbra asked us to create a European campaign to promote the current Wonderbra range, we made one big change - our hot model was fully clothed.

We created Wonderbra Decoder, the first fully-dressed lingerie ad, is an integrated campaign with a mobile app at the core.

Harnessing innovative technology to decode and transform traditional media, it syncs up screens and channels so they work together in real time and real space heralding a new form of digital storytelling.

We needed a technology second screen allowing tagging a print and a video with such precision that the synchronization is a question of millimeter for the print ad, and of tram for the video. This extreme precision was not available yet on the market, neither from big actors nor startups. In this context, we developed ourselves those technologies of extreme tagging to get the strength and precision we were looking for.

Clunky QR codes & augmented reality have long since lost their magic. The Wonderbra DECODER didn’t just launch web content; it revealed the secret behind every look, in situ, in real time. In motion media, HD sound technology syncs video and audio across channels — revealing on mobile what happens behind the curtain on PC or TV. Adriana Cernanova magically walks behind the curtain in the video (on YouTube or TV) and then magically appears in your mobile phone to talk through the features of any one of the 7 bras in the range.

This dramatic new story-telling engages consumers to wonder very actively about the different Wonderbras behind a range of looks – taking them in just a few steps from discovery to purchase. They could click through to purchase each of the bras from within the mobile app.

2 technologies were specifically developed for the campaign:

1/ A technology visual tag: Posters and print ads were skinned with special sensor stripes on the sides of display that can be decrypted with the application. The visual tag technology chosen goes far beyond the technology achieved in the market as we do no just replace one image with another, but offer an “x-ray” scanning of the original image with incredible detail in the replacement picture.

2/ An ultrasound technology: the YouTube video (if seen in HD) interacts with the application through an ultrasound system that reveals Adriana in real time on a smartphone. To synchronize the YouTube video with the video on the application, we inserted YouTube video tags that permit the synchronization of the two videos in a ready frame.

It's was never done before with such accuracy. The Lab of the agency controls the whole stack of the technology. The technology did not receive any investment.

We could imagine a next step development concerning synchronisation with TV ad campaign, without concurrencing Shazam, working on antoher technological principle.

This second screen application has been plebiscited by both the industry and the consumers, in only twenty days, from the 2nd to the 22nd of October 2012, the results speak for themselves:

> more than 190 instances of media coverage worldwide

> more than 90,000 app downloads

> Close to one million video views of the application (700,000 on YouTube, 400,000 on Vimeo)