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
In addition to the microsite Iris is seeking to build a groundswell of interest in the bra through social media activity on sites such as Twitter and Facebook, as well as targeting the key 20 to 30 year old market with a push that takes in a targeted PR campaign to win 'media ambassadors'.
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'.
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