The media agency Rocket has devised an innovative use of media for
the £300,000 UK launch of Elle Macpherson's Intimates lingerie
More than 50,000 photographic contact strips featuring the Australian
supermodel wearing her lingerie label will be hung on drying lines like
those found in a photographer's darkroom. They will be placed in the
windows and ceilings of Underground train carriages as part of a
guerrilla marketing push. The strips will carry details of outlets where
the lingerie is sold.
To continue the core creative idea, poster sites will be turned into
photographic lightboxes in a heavyweight six-sheet campaign.
The creative is made up of proofsheets taken by the fashion photographer
Regan Cameron. Rocket devised the communications strategy using creative
by the Australian design company The Names Agency, which handles
creative for the Intimates range in Australia.
Donna Glanville, the media manager at Rocket, said: "We felt we could
put together a proofsheet that emotionally conveyed Elle's personality
but in a way that led consumers to feel that they really were privy to
an uncontrived, unpolished and 'behind-the-scenes' moment."
Strips will also appear as flyers in a range of style magazines to
introduce the range and highlight the opening of Selfridges' new
lingerie department on 3 October 2001.