How do you launch an underwear range in an overcrowded market, during a tough retail period? Well you could go back to basics and sex it up.. but also keep it super fun and a bit silly. And that’s exactly what we did with Mossimo in its latest campaign, Peep Show!

We created a spunky visual interface, built a Facebook app and invited Miss Universe Australia, Scherri Lee Biggs, over to Steve’s house to pose in front of his seedy curtains. In the Facebook app users could upload pics of themselves, apply a fun animation and share their peep with friends. And of course with any competition, you need prizes, so we gave away undies for a year to 8 lucky winners and then there was the overall prize (a fancy video camera) based on most votes by other users and fans. And of course, due to all of this activity, the campaign took off and we noticed a 400% increase in app activity! This was a really fun project with a great client (thanks Leanne!). You can still check out the jocks n things at http://www.mossimo.com.au/underwear.html