The ageless Y Front puts customers in the picture.
The Y Front has probably never been in fashion. There again, it’s never been out of fashion either.
To celebrate the launch of the original Y Front way back in 1934, Pacific Brands has signed off on a cheeky experiential campaign where consumers can place themselves in a picture with a Jockey model.
It’s for men and the ladies (blokes can pretend they’ve got the body of Mark Wahlberg, while ladies can have Y Front Man propose to them on bended knee) recognising the fact that male undies purchases can swing both ways.
Y NOT
Working alongside Channel 5 and TestDrive, Interactivity delivered the campaign, which ran across two states throughout March and April as part of their 2013 re-birth of the Y Front underwear range.
The large (2.7m high) Y structure has appeared in shopping centres in Melbourne and Sydney and house an interactive screen. The idea is for punters to put themselves in a picture with a Jockey Y model. People can then share the photos online via social media.
GUIDING HAND
Michael Cromer of Channel 5 says the execution is an excellent engagement tool to educate shoppers on the product as they make their way to purchase:
“One of our main campaign objectives is to drive purchase consideration by guiding shoppers into their nearest department store. Adding a bit of fun in the mix will also help people get excited about this brand launch.”
Although this is an underwear brand for men, as mentioned, male and female content is available on screen to ensure we catch the shopper as well as the consumer: “Shopper insights tell us that the main grocery buyer for this product is 60% female who is purchasing underwear for him.”