Lingerie brand Triumph, first-ever official catwalk lingerie supplier for London Fashion Week (LFW), rolled out a street stunt campaign to raise awareness of the sponsorship amongst both Londoners and tourists and to generate PR around the partnership.
As part of its alliance with the British Fashion Council’s LFW, Triumph provided shows, stylists and designers with lingerie throughout the event and catwalk shows.
The partnership promotion, which aimed to form a triumphant street spectacle around London during London Fashion Week itself, saw three Triumph-branded Vespa Scooters carry lingerie models around the city.
These rise-alongs ran through the town for 10 hours every day over the course of fashion week and toured locations ranging from the event’s hub at Somerset House and other LFW-relevant spaces such as the London College of Fashion, to famous London landmarks like Piccadilly Circus, Trafalgar Square, Covent Garden, Oxford Circus and Regent Street.
At and around these appearance events, Triumph agency staff handed out lanyards offering consumers the chance to win fashion week relevant prices, while the initiative activated across social channels through the #spotthevespa Twitter hashtag.
Comment
The twin aims of generating PR coverage and spreading word-of-mouth marketing through stories and images based around sexy models in underwear outside famous London landmarks seems simple enough.
Unsurprisingly, members of the public asked to sit on the scooters and have their pictures taken with the models 9and then comment and share on their own social channels).
Several thousand lanyards were given out during the campaign and, according to the agency Ambient WW, a ‘great amount of PR’ was generated.
Links
Triumph LFW Twitter
#spotthevespa
Triumph LFW Flikr
http://www.flickr.com/photos/tags/spotthevespa/
Triumph Website
London Fashion Week Website
