Intimissimi onthult allereerste ‘touch and feel’-billboards

The Italian lingerie brand Intimissimi launches the ‘Feel the Billboard’ out-of-home (OOH) marketing campaign in New York City and Los Angeles for its best-selling ‘ultralight with cashmere’ collection.

The intimissimi-billboard at street level uses sensory guerrilla marketing tactics. It is the very first ‘Touch and Feel’ billboard. Passers -by are invited to feel the “softness” of the ultra -light cashmere of the viral and best -selling top with boat neck via an enlarged dust steel.

In a statement Intimissimi says that the action is intended to “fascinate consumers with the amazing softness that feels like a second skin”. The brand believes that after wearing, or in this case, customers will “be addicted to the luxurious soft material and will see it as an indispensable item in their wardrobe”.

Matteo Veronesi, board member at Intimissimi, says: “Our Feel the Billboard” initiative originated from feedback from customers. Time and again we hear that the moment someone feels our ultralight with cashmere top, the person is immediately convinced.

“We wanted to translate that experience into an OOH activation that puts our unique fibers in the spotlight. This way everyone gets the chance to feel the difference themselves and to discover the materials that we are so proud of.”

The Billboards can be found in New York City/Brooklyn (13th and Hudson, N. 13th Street and Wythe Ave, 333 Layette Street) and Los Angeles (Melrose Ave and n Sierra Bonita Ave, 1607 Abbott Kinney Blvd and Palms Blvd).

Intimissimi was founded in 1996 as part of the Oniverse Group and offers lingerie, underwear, knitwear and nightwear. The brand is present in 53 countries, with 38 online stores and a network of 1,719 points of sale, of which 488 in Italy.