The activity will run in washrooms at 75 Luminar venues, including 10 Oceana mega-clubs, throughout May and June and is expected to reach up to 500,000 female clubbers.
In what is Wonderbra's first use of late-night venues for one of its campaigns, washroom posters will offer consumers a tear-off response section, while a branded tissue coaster, mirror and door stickers will be offered along with branded t-shirts for bar staff with a line encouraging women to "Banish Visible Bra Straps".
The campaign was planned by MPG with creative by Publicis and follows campaigns by other female-focused brands that have favoured washroom activity, including Nivea, Pretty Polly and Max Factor.
Admedia launched a new integrated campaign package in January this year, specifically for cosmetics, toiletries and fashion brands, and has spent £100k researching the effectiveness and relevance of the washroom format, which reaches an estimated 3.3m women every month at Admedia venues.
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