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Selfridges launch upmarket lingerie campaign

Selfridges are to launch its latest upmarket lingerie line, Triumph Essence, with a new multichannel push rolled out by OgilvyAction.

Fronted by supermodel Helena Christensen the campaign kicked off with a live display of the new range by models posing in the windows of Selfridges London.

The campaign will experiential, digital and poster advertising whilst in-store interactive technology includes an augmented reality ‘Fantasy Mirror’ and QR codes strategically placed throughout the lingerie department to offer smartphone users exclusive content.

OgilvyAction COO Andrew Reeves, said: "Our mantra is one of influencing purchase behavior using the relevant mix of our shopper, digital, promotional, experiential and trade expertise.”

Reeves continued: "Here we have a campaign that includes everything from the creative use of cutting edge technologies to in-store architecture, to window builds and carefully commissioned campaign music and illustrations.

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