Lingerie brand bids to link Tube ads with mobile

Figleaves.com, the luxury online lingerie retailer, is to feature an app called SaveMe4Later in forthcoming London Underground ads, in a bid to help people discover the brand through their mobile phones.

Figleaves.com: to promote SaveMe4Later app on the London Underground
Figleaves.com: to promote SaveMe4Later app on the London Underground

The two-week outdoor campaign, which was planned and bought in-house, starts on 28 November on CBS Outdoor's London Underground network, appearing on more than 450 sites across more than 60 stations.

The SaveMe4Later smartphone app allows users to save the brand name and location of ads they see and are interested in, when they are out of range of a mobile signal, such as in the London Underground.

The app has to be downloaded to the mobile phone first.

When the phone gets a signal again, the SaveMe4Later app processes and then automatically downloads the relevant ads for the saved brands, either to a web account or directly to the mobile phone handset.

If users type in Figleaves.com when they see one of the ads on the Underground , when they go above ground they will be able to access ad and product information, exclusive discounts and a direct link to buy underwear online at Figleaves.com.

Both Figleaves.com and SaveMe4Later will promote the campaign through their websites and Facebook pages, and host competitions to encourage people to interact with the Figleaves.com ads.

Dermot Dennehy, chief executive of SaveMe4Later, said: "SaveMe4Later facilitates sales from offline advertisements, sales tracking from these adverts, and can generate granular consumer data.

"Figleaves.com will be the first brand to lead this new form of interactive advertising on the Underground, with other brands to follow in 2012."

The ad was designed in house by Figleaves.com.

Follow Maisie McCabe on Twitter @MaisieMcCabe

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email