Wonderbra plunge into top UK clubs

Wonderbra has launched a national indoor advertising campaign for its ‘Multi Plunge’ bra across the UK’s biggest nightclubs and style bars. 75 Luminar venues including 10 Oceana mega-clubs will host the activity, which runs through May and June and is estimated to reach 500,000 female clubbers. The Luminar Group is the UK's leading operator of late night venues.

The activity marks the first time the brand has ventured in to the late-night venue environment. The campaign, coordinated by Admedia, has been planned by MPG with creative by Publicis. Using washroom posters with a tear-off response mechanism, branded tissue coaster, mirror and door stickers and branded bar-staff t-shirts the campaign will feature the strap line “BANISH VBS (Visible Bra Straps)”.

The Wonderbra activity follows increased investment in washroom and late-night venue media as a way of reaching young, fashionable female socialisers. Other female-focused brands recently using washrooms include Nivea, Pretty Polly, Unilever Personal Care, Max Factor and Sloggi.
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.