Cleavagely Correct?

Instead of launching Pleasure State My Fit range with a typical product innovation story we created a national conversation with the woman of Australia.

We sparked a debate in the media and generated conversation with women
about what is 'Cleavagely Correct'. PR was linked with a social media
engine to drive participation. We surveyed women across Australia asking what level of cleavage is appropriate for different social situations. We kicked things off with a 'subtle' banner traveling across the Sydney skyline. It seems it was a debate women in Australia were ready to have. The debate ignited almost immediately on Facebook, with the Cleavagely Correct conversation earning around 800 comments per post. All of this was supported with tactical, situational messaging in traditional channels including Print, POS and Radio.

Myer, Australia’s leading bricks and mortar retailer, backed the launch based on the positioning and ordered an unprecedented number of product. Cleavage correctness went on to become a panel discussion on Sunrise, The Project 
and hit mainstream editorial with the likes of Sydney Morning Herald and Nova picking up the story.