Date
19 October 2017
Spakeys' billboard advertisement is displayed prominently in Times Square in New York. Photo: Spakeys
Spakeys' billboard advertisement is displayed prominently in Times Square in New York. Photo: Spakeys

Spakeys makes grand international debut in Times Square

Chinese lingerie brand Spakeys has never been big on advertising in its home turf. 

But it made quite a splash when it launched an advertisement on a Times Square billboard in New York over the weekend.

The eye-catching ad, launched jointly with Alibaba’s Tmall, shows a model wearing red silk underwear with some oriental-style patterns on it.

Some passersby were impressed, especially after learning that it is a Chinese brand, reports said.

According to advertising agency BlueSkyfall, putting up a billboard ad in Times Square for two weeks would cost about 1.2 million yuan (US$190,000).

With the aim of going international, Spakeys hopes to ride on tech giant Alibaba’s fame. The pair’s relationship is expected to deepen further.

Spakeys will hold its first brand launch in China next Monday and it may announce a deal with Alibaba, some reports said.

The details are lacking but Yicai.com quoted its source as saying that Alibaba may become an investor in the lingerie maker.

Earlier this year, Spakeys invited Japanese adult video idol Sora Aoi to design a lingerie line under her name for the brand.

The move created much buzz in the Weibo microblog community.

The Sora Aoi G-Self silk bra at 1,288 yuan (US$207) each were all sold out in just over five hours.

– Contact the writer at [email protected]

JL

EJ Insight writer

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