Wonderbra Encourages Women to take ‘The Ultimate Plunge’ Online

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Sure to attract attention, Wonderbra kicks of its latest digital social media campaign for its new ultimate plunge bra with an experiential bungee twist!

Never a company to shy away from attention, Wonderbra has kicked of a digital campaign in London for its new product the ‘Ultimate Plunge Bra’ with an experiential twist – by getting fans to ‘strategically’ bungee jump in front of a projected image of Wonderbra model Adriana Cernanova (pictured above).

“The Wonderbra girl is constantly seeking out and sharing fashion and style ideas online so we will be focusing on social media to create buzz and engagement,” said Julia Nolan, Marketing Director at Wonderbra UK (quoted by The Drum). “ iris has created a campaign which will excite and inspire our audience, generating talkability to ultimately drive purchase.”

As described by Joe Berkowitz of Fast Company, the experiential promotion that kicked of the campaign consisted of ‘…a group of women, apparently over-brimming with confidence, on a building-side bungee expedition against the backdrop of a giant underwear model. The daring divers went past a projection of the valley just beneath the model’s sternum before bouncing back up again. One giant leap for womankind this was not.’

Whether in good or bad taste – the event certainly received plenty of media coverage, drawing attention to its month-long digital and PR engagement campaign which will be run through Facebook. The campaign encourages fans to enter the ‘Ultimate Plunge Style Challenge’, offering them a chance to win a style consultation with The Only Way is Essex reality TV star and fashionista Lydia Bright and a VIP night out in London.

Wonderbra is also certainly not wasting the opportunity to leverage Bright’s celebrity status by getting her to produce content for its Facebook page, as well as engage with fans through online interviews and product demos.

Article by Nirosha Methananda

Nirosha is a content creator for The Media Pad, publisher of Power Retail. Coming from a marketing and communications background (in the legal, retail and online industries), Nirosha is excited to be able to put her knowledge and experience to work for Power Retail. Recently engaged, Nirosha is immersing herself in the joys of wedding planning! She is also an avid reader (of mostly fiction), always keen to get onto the golf course, likes to paint, tries to sing and is able to recall useless celebrity facts at the drop of a hat!