Italian lingerie and apparel brand Intimissimi has launched its new “Feel the Billboard” out-of-home (OOH) campaign in New York City and Los Angeles, promoting its best-selling Ultralight with Cashmere collection.

Using sensory guerrilla marketing techniques, Intimissimi has created the first-ever interactive ‘touch and feel’ billboard at street level. The billboard invites people to experience the softness of the brand’s ultralight cashmere fabric through an enlarged swatch of its viral boatneck top.

According to Intimissimi, the campaign aims to captivate consumers by letting them directly feel the “second-skin softness” of the material. The brand believes that once people experience the texture, they will appreciate its comfort and make it a must-have in their wardrobe.

Matteo Veronesi, Board Member at Intimissimi, explained, “Our ‘Feel the Billboard’ concept was inspired by customer feedback. Time and again, we hear that once someone touches our Ultralight with Cashmere top, they instantly fall in love with it. We wanted to recreate that feeling through an outdoor activation that showcases our unique fibres and allows everyone to feel the difference firsthand.”