iris Manchester wins Big Chip award for Wonderbra campaign
June 11th, 2010
Our Manchester office has picked up a much-coveted Big Chip award for ‘Best Digital Marketing Campaign’ for our client Wonderbra’s launch of its Ultimate Strapless bra at last night’s awards.
We beat digital creative agency Mobious and online marketing firm PushOn to walk away winners at the 12th annual Big Chip awards, which were held at the Palace Hotel in Manchester.
Of the win, the judges said: “This year’s winner won the judges’ full support for a campaign gracefully executed and pitched just right for the target audience. With a great microsite as well as social media activities, it highly deserves this year’s award.”
iris was tasked by Wonderbra with launching its new product, the Ultimate Strapless bra, with no traditional above-the-line support, just digital activity and a supporting PR campaign. Wonderbra charged iris with redefining its digital marketing strategy for the campaign, which included growing its customer database and creating the microsite, www.ultimatestrapless.co.uk.
Julia Nolan, marketing manager for Wonderbra in the UK, said: “This consumer audience is one that bases a lot of their purchase decisions on positive word-of mouth, so this campaign aims to generate lots of positive feedback. Not only is the site on-brand and interactive, but it has such strong consumer engagement through Twitter, Facebook and content sharing that it means consumers will feel reassured by this transparent approach by us as a brand.”
Since the launch of the campaign in June 2009, Wonderbra has since seen record sales for the Ultimate Strapless bra through the highly targeted campaign online campaign.
Pete Armstrong, creative director at iris, said: “It’s no longer just about billboards and mass media – the days that brands only broadcast to their audience are over.”
The Big Chip awards (www.bigchipawards.com) are organised by and for the digital industry and are judged by a distinguished panel of experts.