Intimissimi Launches Innovative ‘Touch and Feel’ Billboard Experience

Intimissimi’s Innovative Marketing Campaign

Italian lingerie brand Intimissimi has unveiled a unique marketing initiative called “Feel the Billboard” in both New York City and Los Angeles. This campaign promotes their popular ‘Ultralight with Cashmere’ collection, emphasizing interactivity through an innovative out-of-home (OOH) marketing strategy.

Touch and Feel Experience

The Intimissimi billboard, positioned at street level, is the first of its kind, allowing people to physically interact with the softness of the fabric. Passers-by are invited to feel a large swatch of the ultralight cashmere used in their best-selling boatneck top, creating a memorable sensory experience.

Brand Insights

According to Intimissimi, the objective of this initiative is to engage customers by showcasing the remarkable softness of its cashmere fabric. The company believes that experiencing the product firsthand will turn potential customers into loyal fans of this luxurious material.

Matteo Veronesi, a board member of Intimissimi, stated, “Our ‘Feel the Billboard’ initiative was inspired by customer feedback. Whenever someone feels our Ultralight with Cashmere top, they often find themselves converted.” He emphasized that the goal is to share this unique sensory experience through OOH activation.

Campaign Locations

The billboards are strategically located in various neighborhoods in New York City, such as Brooklyn (13th and Hudson, N. 13th Street and Wythe Ave, 333 Layette Street) and in Los Angeles (Melrose Ave and N Sierra Bonita Ave, 1607 Abbott Kinney Blvd and Palms Blvd).

Founded in 1996, Intimissimi is part of the Oniverse Group and specializes in lingerie, underwear, knitwear, and nightwear. With a presence in 53 countries, the brand operates 38 online stores and has a network of 1,719 sales points, including 488 in Italy.