Iris was appointed to the task earlier this year and charged with promoting a bra that apparently offers 'revolutionary built-in hand-shaped support'.

To find out exactly what that means you can go to the new microsite created by the agency and watch videos of female testers putting the bra through its paces with various challenging movements (there's one below, Ed).

The site offers further interactive elements, such as an ongoing diary/blog and a dedicated feedback section for users to discuss their experiences.

Iris focuses on digital channels

Retail merchandising will also form part of the promotional mix.

The firm's creative director Pete Armstrong said of the campaign: “The launch of the Ultimate Strapless is an opportunity to re-engage the audience with a revolutionary product proposition, using marketing tactics that are as relevant to today’s audience as ‘Hello Boys’ was in the mid 1990s.

"It’s no longer just about billboards and mass media – the days that brands only broadcast to their audience are over.

"This campaign will help Wonderbra begin to connect and create a dialogue with more customers.”

Iris' creative features the central strapline - or rather strap-less line - 'stays up as long as you do'.

The site went live this week at www.wonderbra.co.uk/ultimatestrapless

http://www.irisnation.com/

Did you enjoy this article? Please share it!

Comments (6)

2  By Simon Wharton , on 30-06-2009 15:29 Very good indeed. I wonder who they're really marketing to. Do women make underwear choices based on what their other halfs are ogling at? Report

5  By Simon Wharton , on 01-07-2009 13:07 @A Summmers  Ogling other women has only ever got me a smack in the mouth and removal of priveleges as opposed the other half investing in new scanties.  Maybe I'm ogling wrong? Report