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.

Objective: Put the wonder back into Wonderbra. Create a campaign (UK/France) to cut through a noisy market and grab attention promoting the fact that Wonderbra now sells 7 bras and show greater complicity and understanding with the key target audience (Women 18-35).

We worked off two insights:

1. In the UK women don’t wear up to 70% of their wardrobe

2. The first thing that a woman does when she tries on a new bra is to try on clothes to see how that bra makes her dressed when she is fully dressed.

We created Wonderbra Decoder, the first fully-dressed lingerie ad, 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.

This new digital story-telling brings compelling magic to traditional media such as print, TV and even the first mobile-enabled radio ad with real-time video.

How does it work?

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 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 and then magically appears in your mobile phone.

2 technologies were specifically developed for the campaign:

- A technology visual tag: Posters and print ads were skinned with special sensor stripes that can be decrypted with the application offering an “x-ray” scanning of the original image

- An ultrasound technology: the video interacts with the application through an ultrasound system that reveals Adriana in real time on a smartphone thanks to video tags that permit the synchronization of 2 videos in a ready frame.

In the first 20 days of the campaigns, the results speak for themselves: 190 instances of media coverage worldwide, more than 90,000 app downloads and close to one million video views.