Marks & Spencer: Bra Fit Challenge

Marks & Spencer, a multinational retailer, increased sales of its lingerie in India by challenging women to visit stores and guess their bra size correctly to win free vouchers.

Campaign details

Brand: Marks & Spencer IndiaAgency: Isobar India

Strategy

Objective

Studies show that over 80% of women do not know their bra size. As a leading brand in lingerie in India, Marks & Spencer wanted to alter this alarming statistic by educating its female consumers about their correct bra size and helping them to own the perfect fit. At the same time, the brand was looking to increase its market share and awareness in the lingerie segment, leading to an increase in sales. With the communication #SayNoToTheUncomfortable, we were able to instigate women into re-evaluating how...

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