At midnight a group of Wonderbra fans took the plunge in front of a gigantic image of Wonderbra girl Adriana Cernanova projected onto London’s Battersea Power Station.
Pictures and footage of the stunt have now been seeded online and in print as part of a month-long digital and PR engagement campaign targeting fashion-conscious women aged 18 to 25.
Fans will be encouraged to enter into a draw to win a style consultation with TOWIE star and fashionista Lydia Bright and a VIP night out in London.
Wonderbra UK marketing director Julia Nolan said: "The Wonderbra girl is constantly seeking out and sharing fashion and style ideas online so we will be focusing on social media to create buzz and engagement. Iris has created a campaign which will excite and inspire our audience, generating talkability to ultimately drive purchase."
Iris created Wonderbra’s first-ever 3D billboard in 2010, and has launched a number of integrated campaigns and product launches for the brand since it began working with it in 2005.
To leave a comment and let us know your thoughts.