FHM.com launches a viral e-mailing campaign this week to encourage
people to vote online for its 100 Sexiest Women issue.
The campaign has been created by the Swedish online advertising agency
Abel & Baker, which launched in the UK in February (Campaign, 9
The creative for the campaign stars Ann Widdecombe, the shadow home
secretary. An e-mail sent out to FHM registered users (who currently
number 200,000) will carry a link which will take users through to an ad
featuring Widdecombe. The ad features a loud alarm, and the idea is that
the noise will draw interest from surrounding people in an office when
the ad is activated. Viewers will be prompted to agree or disagree with
the statement: 'I want to bed Ann Widdecombe', and to vote for their
favourite five women through the FHM website.
Zachary Soreff, FHM.com's marketing director, said: 'This campaign is
integrated with the offline components of the campaign for the 100
sexiest women, which makes fun of the general election with the
strapline 'it's the only election that counts'.'
Christophe Cauvy, the FHM.com account director at Abel & Baker, said:
'FHM does this issue every year but this year it wanted to have more
online votes. It only came to us a couple of weeks ago and we have
turned this out in a really short time.' The campaign will run until 18
April, the voting deadline.
FHM.com has one million users and it recorded 28.5 million page
impressions in March. Banner ads for the campaign have been created
in-house by Emap Digital.