NATIONAL: Australian hoisery importer Ambra Corporation has made its first venture into viral marketing with a two minute film inspired by the vampire phenomenon.
The short film is aimed at promoting Ambra's 'Killer Figure' shapewear range and will be launched through a dedicated micro-site and filtered through social media platforms such as YouTube, Twitter and Facebook.
Ambra commissioned creative agency Shoot Films to conceptualise and produce the campaign, which evokes themes from the film 'Twilight' and television series' 'True Blood' and 'The Vampire Diaries'. The viral campaign is titled 'Knock them Dead in Killer Figure' and if successful, could also make its way to cinema advertising.
Ambra brand manager Tim Goodfellow said the release of the campaign earlier today was timed one week before vampire film 'New Moon' debuts in Australia.
"This is definitely a first for our brand. We are extremely impressed with the finished product which has all the workings of a great short film - it is humorous, very sexy, provocative and has impact. Shapewear is a growing category. It has been slated as the biggest category of lingerie in the next three to five years so it was the perfect product for us to use in the film."
The film can be viewed at www.ambra.net.au/killerfigure.