A series of print adverts featuring dressed models will contain a QR code that when scanned by the Wonderbra ‘Decoder’ app reveals the model dressed in Wonderbra lingerie.
The aim is to let users “decode the underwear secretes of model Adriana Cernanova”. The campaign, which launches on 2 October, also encourages users to share the app and images via social networks.
The campaign marks a shift from the rather more revealing 1994 ‘Hello Boys’ ad starring Eva Herzigova. That campaign was said to have been targeted at men and reportedly caused traffic accidents by distracting male drivers.
Martina Alexander, marketing manager for Wonderbra UK, says the new campaign is “female friendly”.
“We are showing Adriana in her clothes, including simple jeans and T-shirt, and through our new and unique App consumers can reveal the Wonderbra behind the look. It’s really female friendly and links to the outfit which was important to us.”
The Android and iPhone app will be available from 1 October. The supporting activity will run in print titles as well as online and outdoor stores in bars throughout October and November to boost awareness in the run to Christmas. Ads will be supported by PR and social media activity including a Facebook competition.
Wonderbra worked with Iris Worldwide on the campaign.