Davenport underwear launches Supa Undie Campaign
Davenport undies - supa-satin
Leading Australian Underwear brand, Davenport proudly launches its Supa- Satin campaign across Australia and New Zealand this Month.
The Campaign featuring Davenport ambassadors and Olympic medallists Stephanie Rice & Eamon Sullivan will be released across Subscription TV, outdoor Magazines, Street press & Social Media sites.
The iconic youth brand partnered with MTV in producing an experiential event “Davenports biggest Undie Twister” hosted by VJ Darren McMullen at Bondi Beach in September where hundreds of Sydneysiders were invited to join in on the making of the TVC during a fun game of Undie Twister. The resulting 30 second interstitials will air across MTV and VH1 in Australia and New Zealand.
Davenports association with supporting Australian Music continues with Indie Band, Town Hall Steps song “Still Alive” providing the soundtrack for the campaign.
“Davenport’s Undie Twister” was a great success for us with achieving close to $700,000.00 of PR value prior to the release of the product launch in September, the allure of both Stephanie and Eamon along with the fun aspect to the day created a lot of interest amongst our target market,” said Dianne Taylor, Group Brand Marketing Manager Gazal.
Creative Agency Studio Woo developed the modern take on the 80’s revival for the campaign imagery to launch the newest product line Supa-Satin. Shot by Simon Upton and styled by Dave Bonnie the campaign reflects Davenport’s fun, sporty and colourful personality.
The campaign was supported across Facebook, Twitter and Myspace.
The Summer 2009 Campaign and ‘Supa- Satin’ range is available to view at www.davenportunderwear.com.au
Davenport is available at Myer, David Jones and Big W in Australia and Farmers in New Zealand.
For media information, please contact:
Amy Hill
amy.hill@gazal.com.au or (02) 9316 2842
About Gazal Corporation
Gazal Corporation is one of Australia’s largest publicly listed apparel companies, supplying intimate apparel, business shirts, school wear and casual wear under brand names like Lovable, Trent Nathan, Van Heusen, Calvin Klein, Crystelle, Davenport, Fred Bracks, Bracks, Bisley, Hold Me Tight, Nancy Ganz and Paramount.
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