ais London & Triumph Celebrate Women's Ingenuity with Magic Wire Bra

Digital creative agency, ais London, Maxus media and Triumph have created an integrated campaign for the national launch of the leading lingerie brand’s new product, Magic Wire.

A brand new innovation for the lingerie industry, Magic Wire replaces a traditional metal wire with a flexible silicone piece – offering the support of a wire with the comfort of none. Having solved one of the most prominent niggles UK women face – an uncomfortable wire bra - Triumph has now tasked ais London to get to the heart of what other everyday problems UK women want fixing. 

The #nigglefix campaign will predominately run across social and features a microsite and ongoing co-authored content. Using the hashtag #nigglefix UK women are being encouraged to share on social media what everyday problems they would like to see solved. From frizzy hair to saggy jeans, Triumph will take some of the niggles posted on both Twitter and Facebook, illustrate the most commons problems and then call on the community to suggest their best possible solutions. These #nigglefix solutions will then be illustrated back to the community. The co-authored campaign is a brilliant way to start conversations around Triumph’s Magic Wire product and allow women to discuss and share their very own niggles. 

Commenting on the campaign, Liz Barnsdale, Managing Director of ais London, said: “Triumph wants to get to the heart of UK women’s everyday lives – so we have created a campaign which not only gives these women a forum to come together to discuss what their niggles are, but also celebrate women’s ingenuity in solving them. In doing so the campaign delivers engagement and sparks a wider conversation around Triumph in a fun and interesting way.” 

Anu Menon, Head of Marketing UK at Triumph, said: “The launch of the new Magic Wire bra is a true innovation in the lingerie sector - primarily because the product solves a true consumer insight: that most women find underwired bras uncomfortable. The objective of the campaign was not only to drive awareness of the Magic Wire, but to drive engagement and create authentic conversations with our audience tapping into a wider insight – that as women we put up with a lot of little niggles, and while Triumph has solved one, we’d like to use the resourcefulness of other women to help solve more.