Revealing campaign boosts brand awareness for lingerie chain

Hong Kong lingerie chain Private Shop has launched its first ad campaignto raise awareness of the brand. 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." 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. According to Leong, this reflects the insight that women can never be too prepared for the moment they will need to show their lingerie.

by | 06/29/2006

Hong Kong lingerie chain Private Shop has launched its first ad campaignto raise awareness of the brand.

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."

The first spot, 'Zoo', shows a woman who has just been sprayed with water by an elephant â€” with her undergarments, now visible through her wet clothing.

According to Leong, this reflects the insight that women can never be too prepared for the moment they will need to show their lingerie.