Y-Fronts are reborn

Y-Fronts are reborn
SHARE
THIS



Pacific Brands has launched an experiential campaign to promote the ‘re-birth’ of its Y Front underwear range.

The campaign, created by Channel 5, will run throughout March and April and features big white ‘Y’ installations in shopping centres in Sydney and Melbourne.

The structures house interactive screens which will allow consumers to put themselves in a picture with a Jockey Y model. People can then share the photos online via social media.

Michael Cromer of Channel 5 said: “One of our main campaign objectives is to drive purchase consideration by guiding shoppers into their nearest department store.”

Although this is an underwear brand for men, Cromer said male and female content would be available on screen to ensure they caught shoppers as well as consumers.

“Shopper insights tell us that the main grocery buyer for this product is 60% female who is purchasing underwear for him,” said Cromer.

The execution will appear at Westfield Chadstone and Westfield Doncaster throughout March and Westfield Chatswood and Westfield Sydney in April.

Credits: client Pacific Brands (Jockey), shopper marketing and digital Channel 5, activation Test Drive

Please login with linkedin to comment

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]