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.
The Nestle SA 'Tweeting Bra' Tweets When It is Unclasped
1. Wearable Tech - Creating smart clothing, such as bras, that can connect to the internet and generate data opens up opportunities for the health sector to monitor and track health conditions.
2. Social Media Integration - Integrating social media into wearable tech is a way to create engagement and awareness campaigns that reach a wider audience and generate buzz.
3. Awareness Campaigns - Creating unique campaigns that target important issues, such as breast cancer, can help raise awareness and encourage participation in preventative actions.
1. Fashion - Fashion brands can create a new market segment by integrating technology into clothing, such as bras, and create functional and stylish wearables.
2. Healthcare - The use of smart clothing that can monitor and track health conditions can help healthcare professionals detect and treat conditions earlier, improving patient outcomes.
3. Marketing and Advertising - Integrating social media into wearable campaigns creates new marketing and advertising opportunities that can generate buzz and create brand awareness.