To significantly raise awareness of the Triumph Maximizer push-up bra in a market typically dominated by competitor Wonderbra. This goal had to be achieved with a minimal budget, but with high impact. The key media idea was to use an existing medium (free postcard stands) but change the size of the material (the actual postcards) in order to demonstrate a product benefit. The campaign rolled out at more than 100 outlets across the country and the initial print run of 15,000 postcards, which were supposed to last for a month, flew off the racks in a mere four days. Absolutely no postcards remained at the end of this very popular campaign. The media team suggested that we go the outdoor route and focus our attention on areas where the Triumph Maximizer Bra is actually easily available, eg inside shopping malls. The perfect media opportunity for this particular brief proved to be the use of free postcards. (Grapevine Postcards (www.grapevinepostcards.com) is a nationwide company that distributes postcards to the public at restaurants, pubs, coffee shops and other high-traffic consumer hotspots, usually found at shopping malls. These postcards are free to the public, but advertisers are charged for the advertising space.) Instead of simply designing a normal postcard with simple branding, we developed a nationwide campaign that pushed the media thinking forward. We used a wider-than-normal set of postcards to demonstrate the size-enhancing benefits of Triumph Maximizer, the “ultimate push-up bra”. Because the postcards are physically too wide for their brackets, they automatically curve, sticking out like a real pair of 3D breasts. Although the Grapevine Postcards medium has existed in South Africa for several years, it is rarely used in a creative way, and most postcards tend to be miniature versions of posters or print ads. By using the media to physically demonstrate the product benefit, we broke new ground for this particular form of media.

The media team suggested that we go the outdoor route and focus our attention on areas where the Triumph Maximizer Bra is actually easily available, eg inside shopping malls. The perfect media opportunity for this particular brief proved to be the use of free postcards. (Grapevine Postcards (www.grapevinepostcards.com) is a nationwide company that distributes postcards to the public at restaurants, pubs, coffee shops and other high-traffic consumer hotspots, usually found at shopping malls. These postcards are free to the public, but advertisers are charged for the advertising space.)