The ‘Tweeting Bra’ is part of a unique breast cancer awareness campaign by Nestlé SA. Oglivy Athens created a bra for Nestle Fitness that is designed to remind women to perform self-exams: each time the bra is unclasped, it sends a tweet to the 'Tweeting Bra' Twitter account.
The bra has a small Bluetooth sewn into the back of it and when it detects being unhooked, it automatically posts a message to the account. Since this is a Greek campaign, many of the tweets are in Greek, but occasionally, groan-worthy puns like "boobs I did it again" can be spotted in English.
Well-known Greek personalities like TV presenter Maria Bakodimou have agreed to participate in wearing the bra for this campaign.
Stats for Tweet-Sending Bras
Trending: Older & Average
Research: 2,222 clicks in 131 w
Interest: > 3 minutes
Concept: Nestle Sa
Related: 79 examples / 61 photos
Segment: Females, 18-35
Comparison Set: 29 similar articles, including: chic comic book lingerie, sporty lingerie captures, and bra evolution infographics.
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