CAMPAIGN-I: launches 100 Sexiest Women Abel & Baker e-mail 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,'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 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. 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.


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