Results and Effectiveness

And women acted- not wanting to be caught dead with their bra lines showing! Establishing a movement allowed us to maximise our visibility particularly in magazines, with them running a number of editorial features on the “VBL” which equated to $247,563 in added value (more than our overall budget). And despite the small media investment, we were able to surpass our objective and increase overall awareness of Lovable by 7%*. Most importantly, the “VBL” movement resulted in a sales increase of 11% YoY* and made it the “must have” underwear item over that period. *Source: Gazal Band Health/Gazal Sales Data

Creative Execution

So strong was the idea that it became the headline - influencing creative and PR. It allowed us to create compelling content that we could exchange with media owners to maximise our investment. We began by highlighting a range of celebrity underwear faux pas (the VBL being one) on a deadly sins Facebook page. Next we educated our target on the “VBL” by leveraging those that get it right; enter Jennifer Hawkins (former Miss Universe). This secured us of great editorial in some of the country’s leading magazines, about “VBL’s” and how to hide them. Capitalising on interest this was receiving, we held an exclusive catwalk event hosted by Jen who again highlighted the VBL and how the Invisibra will eradicate it for good. Lastly, we took the movement to the masses with the biggest billboards in key cities and Jen being interviewed on News TV shows about the VBL/Invisibra.

Insights, Strategy and the Idea

Lovable lingerie is a sexy, aspirational brand that doesn’t take itself too seriously. We were tasked with launching their new Invisibra range on an almost invisible budget of $175,000. Our insight into the impact that celebrity had on our consumers’ fashion choices and subsequently how we could use this insight in a unique way, drove not only the media strategy but also the messaging and PR. Young women take their fashion cues from celebrity culture. However what was most interesting was discovering they are as influenced by those celebrities that it get it VERY WRONG (think Britney) as they are by those that get it RIGHT. The celebrity sinner versus celebrity saint if you will. Our strategy – first, create a new fashion faux pas (that visible bra lines are trashy) and then drive a movement to eradicate it (which is what Invisibra’s designed to do). Idea: Eradicate the VBL!