Revealing campaign boosts brand awareness for lingerie chain

<P>Hong Kong lingerie chain Private Shop has launched its first ad campaignto raise awareness of the brand. </P> <P><br><br><BR>Developed by Leo Burnett Hong Kong, the ads rolled out in MTR stations, with print and point-of-sale collaterals. "The objective is to attack people's procrastination in buying a really decent set of lingerie," said Lilian Leong, Burnett management supervisor. "The overall dress code in Hong Kong is becoming more relaxed, and this campaign capitalises on that trend." </P> <P><br><br><BR>The first spot, 'Zoo', shows a woman who has just been sprayed with water by an elephant - with her undergarments, now visible through her wet clothing. </P> <P><br><br><BR>According to Leong, this reflects the insight that women can never be too prepared for the moment they will need to show their lingerie.<BR></P>