Intimissimi Debuts 'Feel the Billboard' Out-of-home Marketing Campaign in New York, Brooklyn and L.A.

"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."

""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.""

"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."

Intimissimi rolled out a tactile out-of-home campaign titled "Feel the Billboard" for the Ultralight With Cashmere collection. Street-level posters feature enlarged, adhered swatches of the breathable modal-and-cashmere fabric to encourage physical interaction by passersby. The activation leverages sensory guerrilla marketing to translate the in-hand product experience into outdoor advertising. Installations appear across New York City, Brooklyn and Los Angeles in sizes up to 9 by 18 feet, running through Oct. 19. The Cashmere boatneck top retails for $59 and has attracted a high-profile celebrity following.

Read at WWD