The two-week outdoor campaign, which was planned and bought in-house, starts on 28 November on CBS Outdoor's London Underground network, appearing on more than 450 sites across more than 60 stations.
The SaveMe4Later smartphone app allows users to save the brand name and location of ads they see and are interested in, when they are out of range of a mobile signal, such as in the London Underground.
The app has to be downloaded to the mobile phone first.
When the phone gets a signal again, the SaveMe4Later app processes and then automatically downloads the relevant ads for the saved brands, either to a web account or directly to the mobile phone handset.
If users type in Figleaves.com when they see one of the ads on the Underground , when they go above ground they will be able to access ad and product information, exclusive discounts and a direct link to buy underwear online at Figleaves.com.
Both Figleaves.com and SaveMe4Later will promote the campaign through their websites and Facebook pages, and host competitions to encourage people to interact with the Figleaves.com ads.
Dermot Dennehy, chief executive of SaveMe4Later, said: "SaveMe4Later facilitates sales from offline advertisements, sales tracking from these adverts, and can generate granular consumer data.
"Figleaves.com will be the first brand to lead this new form of interactive advertising on the Underground, with other brands to follow in 2012."
The ad was designed in house by Figleaves.com.
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