Wonderbra hits the town with outdoor advertising campaign.

Wonderbra has launched a national outdoor advertising campaign with Admedia for it’s ‘Multi-Plunge’ bra across the UK’s biggest nightclubs and style bars. The campaign has declared war on visible bra straps with the slogan BANISH VBS (Visible Bra Strap). The outdoor advertising campaign targets 18-25’s with a cheeky campaign featuring toilet posters, t-shirts, beer mats, mirror stickers, door stickers and direct response media pads, provided by Admedia, planned by MPG with creatives produced by Publicis.

The campaign is running in 75 Luminar venues including 10 Oceana mega-clubs though May and June and will reach and estimated 500,000 females.

Toilet poster advertising has recently enjoyed a surge of female advertising campaigns. Nivea, Pretty Polly, Unilever Personal Care, Max Factor and Sloggi all used washrooms recently to get their marketing message across to females. Restrooms have the added value that you can target one gender a time with a more intimate message. The lack of other competing messages and the high dwell-time make it one of the most effective media, with spontaneous awareness results up to 87.7%.

Admedia launched a new integrated campaign package in January 2007 specifically for cosmetics, toiletries and fashion brands and has invested over £100k in research to assure advertisers of the effectiveness and relevance of the washroom format, which reaches over 3.3 million females in 4 weeks at Admedia-controlled venues.

For more information, quotes or comments please contact…
Lorenz Lammens on +44 20 7927 7341 or llammens@admedia.co.uk