Wibra

We started the campaign with a real teaser: the familiar red Wibra logo suddenly turned pink. On Wibra's social media profiles we changed the logo without further explanation, and the facade cladding of the stores was also unannouncedly changed to pink. Online, there was immediately much speculation about what this was all about.

A week later we rolled out the campaign in full and the reveal followed: Wibra supports Pink Ribbon and therefore colors it pink. That's wow from Wibra!

We came up with a handy tape measure that makes it easy to choose the right bra size in the store. The online adstold about the measuring tape in the store, while you could also determine your bra size on the landing page, using an online tool.

We used this "measuring moment" to make the link with Pink Ribbon: knowing your breasts well also helps to recognize early signs of breast cancer. We delivered this message on flyers in the store, but also on the landing page: there you could learn about the 9 signs of breast cancer and play Pink Ribbon's Mammoquiz.

To this awareness phase, we allowed a more sales-driven phase to follow. In the stores you could discover the Voel je goed collection: lingerie, jewelry and accessories to pamper yourself or someone else. We played this collection in radio spots, online ads and POS material. And via the landing page you could of course admire and buy the entire collection.