Claydon Heeley Jones Mason has developed a campaign linking poster and sampling activity with a text message competition.
Creative builds on the idea of "where have all the young men gone?" introduced in Bartle Bogle Hegarty's TV advertising. Posters feature photography of nine missing young men alongside the strapline, and encourage women to vote for one of the missing men via a text message or website to earn the chance to meet them at an Impulse Siren party.
BBH's TV advertising use the Sirens legend to show men missing from a small town being lured to the sea by women wearing the fragrance. Claydon Heeley's plan was to take this to the next stage, where the men lure the women to the Impulse event.
Media for the campaign is through Initiative Media. The activity targets 16- to 24-year-old women in nine cities nationwide. Sampling of the product will also occur in each city to coincide with the campaign launch on 19 February. David Morgan was the art director and the copywriter was Hannah Martin.
Nicola Pearson, Impulse brand manager, said: "The creative links perfectly with the voting as well as with the overall brand campaign and the interactive element lets the audience interact with the brand more than ever before."
Morgan said: "Originally the Sirens led men to their fate, and now they're leading the women. Move over big brother, here's something for big sister."
Claydon Heeley expects the activity to reach one million women in the target market.