Upmarket lingerie brand Triumph Essence is promoting the Selfridges launch of a new brand extension – The Luxury Collection – through a multichannel campaign by Ogilvy-
Action.
Fronted by supermodel Helena Christensen, the Collection has been unveiled at London’s Selfridges with live models sporting the underwear in the store’s windows.
Creative incorporates experiential, digital and poster advertising media to drive the Fantasy Experience messaging. Instore a high footfall area has been kitted out to showcase the collection, with interactive technology that includes a Holition-technology powered augmented reality Fantasy Mirror and QR codes placed both in the Selfridges windows and throughout the lingerie department.
Consumers can book an appointment at the Fantasy Mirror via an app that can be download through Appstore throughout two-week duration of the Fantasy Experience.
Commenting on the campaign, OgilvyAction chief operating officer Andrew Reeves said: “Our mantra is one of influencing purchase behaviour using the relevant mix of our shopper, digital, promotional, experiential and trade expertise. I can think of no better demonstration of our activation proposition than this campaign, which communicates with consumers at every significant on and offline touchpoint on the path to purchase.”
