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The firm aims to raise awareness, drive sales and collect data through a viral email, created by CRM agency Chemistry.

The email, which is being sent to Bodyform's database and bought-in lists, aims to drive recipients to a microsite (www.un dressedforsuccess.com) where they can play a 'pick the right knickers' game and enter a prize draw to win a makeover and spending money. Users can also download a money-off coupon for the new product.

Online activity is being backed by direct mail, including money-off coupons, information booklets and a fun pack enabling recipients to change the model's knickers by pulling a strip.

Julia Freeman, brand manager for Bodyform, said the company would track the response rates of both the DM and email elements, and use the results in planning future activity.

"We will be tracking how many people play the online game, how many times it is sent to friends, and the download rate of the coupon," said Freeman.

Bodyform's web site (www. bodyform.co.uk) targets 15-19-year-old girls, but the current campaign and microsite is aimed at older women.