OgilvyAction has rolled out a multichannel campaign to back the Selfridges launch of lingerie brand Triumph Essence’s Luxury Collection. Lacey QR codes in window displays and inside the London store leading users to the campaign app, including a video of the collection featuring model Helena Christensen, and uses image recognition to tie further content to the campaigns lacey illustrations, product labels and the Triumph Essence logo when scanned.

An augmented reality Fantasy Mirror in store uses augmented reality, powered by Holition, to show customers how the range might look on them – and the app can be used to book an appointment.

”We are immensely proud of this campaign, which effectively brings together each of the core pillars of what we offer as an agency,” says OgilvyAction COO Andrew Reeves. “Our mantra is one of influencing purchase behavior using the relevant mix of our shopper, digital, promotional, experiential and trade expertise. I can think of no better demonstration of our activation proposition than this campaign which communicates with consumers at every significant on- and offline touchpoint on the path to purchase.”