Italian intimates brand Intimissimi has introduced a new marketing concept with the launch of its “Feel the Billboard” out-of-home campaign for its Ultralight With Cashmere collection.
Set at street level, the billboards, which went up Monday night, have a wild posting aura as they invite passersby on the street to interact with it by inviting them touch and feel an enlarged swatch of the Ultralight With Cashmere materials, which is adhered to the advertising poster.
Tapping into its sensory guerrilla marketing tactics, the Intimissimi billboard spotlights an image of its viral Ultralight With Cashmere Boatneck top. It is composed of a fabric-first blend of breathable modal and cashmere.
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“Our ‘Feel the Billboard’ initiative was born from customer feedback. Time and again, we hear that the moment someone feels our Ultralight With Cashmere top, they’re instantly converted. We wanted to translate that experience into an out-of-home activation that spotlights our unique fibers, giving everyone the chance to feel the difference firsthand and discover the materials we are so proud of,” said Matteo Veronesi, Intimissimi board member.
The billboards are located in New York City (13th Street and Hudson and 333 Lafayette Street), Brooklyn (13th Street and Wythe Avenue) and Los Angeles (Melrose Avenue and N. Sierra Bonita Avenue, 1607 Abbott Kinney Blvd and Palms Boulevard). They range in size but are as large as 9 by 18 feet. The campaign will be up until Oct. 19.
The Cashmere boatneck top, which retails for $59, has a celebrity following that includes Bella Hadid, Kendall Jenner, Hailey Bieber, Jennifer Lopez and Emily Ratajkowski.