Intimissimi unveils first-ever _touch and feel_ billboards

Italian intimates brand Intimissimi has launched a “Feel the Billboard” out-of-home (OOH) marketing campaign for its best-selling _Ultralight with Cashmere_ collection in New York City and Los Angeles.

Tapping into sensory guerrilla marketing tactics_ the Intimissimi billboard_ set at street level_ marks the first-ever _touch and feel_ billboard and invites passers-by on the street to interact with “the softness” of its ultralight cashmere material of its viral and best-selling boatneck top_ via an enlarged swatch.

In a statement_ Intimissimi said the move aims to “captivate consumers with its amazing second-skin softness_” as it believes that once worn_ or in this case_ touch_ customers will be “hooked on the luxuriously soft material as a staple in their wardrobe”.

Matteo Veronesi_ board member at Intimissimi_ said: “Our _Feel the Billboard_ initiative was born from customer feedback. Time and again_ we hear that the moment someone feels our Ultralight with Cashmere top_ they_re instantly converted.

“We wanted to translate that experience into an OOH activation that spotlights our unique fibres_ giving everyone the chance to feel the difference firsthand and discover the materials we are so proud of.”

The billboards are 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).

Founded in 1996 as part of the Oniverse Group_ Intimissimi 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_ including 488 in Italy.