Ro

We decided to try a taste of our own medicine. We talk a lot about brand experiences and it was about time we built one for own business. But that wouldn’t be challenging enough; so we threw another hurdle at ourselves. Showcase our company and services, but do it without mentioning either. How do you do that? Perhaps you invent a fictitious undergarment research company as an analogy for your business. That’s what we did.

Sham

It started with a blind DR mailer to a select list of influencers. They received a pair of IPU branded underpants with a URL hangtag that lead to a microsite where they could learn about IPU (really Traction), get fitted for “custom briefs” and of course share the strange experience with others. Then we sat back and waited to see what happened.

Bo

From a short list of 200 influencers, IPU and Undie went global. Thousands of views-a-day of our self-indulgent experiment lead to new business, countless phone calls and an underground cult following for Undie.

Not bad for a pair of animated talking underpants.