Gorkana Insight & Analysis Team
When retail company JML's PR team wanted to get exposure for a new bra and prove its comfort, they convinced a skydiving coach to 'test-drive' the bra...at 15,000 feet.
Campaign: Belvia Bra Skydive
PR Team: JML
Timing: Two weeks
- To gain maximum exposure for the launch of Belvia Bra.
- To emphasise how comfortable it is to wear ahead of rival products.
- To create a fun campaign.
JML approached Hibaldstow Skydive with the idea of using one of their skydiving coaches to 'test-dive' the Belvia Bra. Hibaldstow thought it was a great idea and agreed to do it, provided JML covered the cost of the skydive and photography. We arranged for samples to reach Laura Muller, the skydiving coach.
Laura advised that she would need to wear several layers of bra for the jump (she was jumping 15,000 feet remember)! Once we had good weather the jump went ahead. On the day it was both videoed and photographed and then sent back to JML. The story was written up and then distributed to a news association from where it snowballed and went viral.
This publicity stunt was ideal for online coverage.
- So far it has appeared on the MailOnline, the Huffington Post, SunOnline, MSN Entertainment and MirrorOnline.
- The uploaded You Tube video has 4,000 hits.
- Sales of the Belvia Bra continue to do exceptionally well with an average of 10,000 units sold every week.