Poetry of advertising
Underwear Blue Spirit Communications searched for the most beautiful bottom in the world for Sloggi - and found it an incredible 1400 times.
Underwear Blue Spirit Communications searched for the most beautiful bottom in the world for Sloggi - and found it an incredible 1400 times.
With the worldwide campaign "Show me your Sloggi", Sloggi is looking for "the most beautiful female and male bottom in the world" in 2007. A guaranteed recipe for success in the age of casting shows. Countless attractive young women and men took part. For three months, the trendy underwear brand searched 28 countries for the crispest backside. More than 3.5 million interested people took a professional or expert look at the Sloggi website with all the details of the competition. Over 15,000 participants have entered worldwide. The winners of the final in Munich yesterday (Wednesday) were awarded prize money of 10,000 euros as well as a photo shoot for the next Sloggi ad campaign.in Switzerland, the popular campaign was managed regionally by Blue Spirit Communications. The agency from Schlieren already caused a stir two years ago with the Sloggi girls adapted for Switzerland and their legs massaged into top form by the computer.
In addition to the national implementation of the international concept, Blue Spirit has now also created special tools to strengthen the affinity for "Show me your Sloggi" in Switzerland. With Xenia Tchoumitcheva, for example, "the ideal testimonial was found", as Gerry Flückiger at Blue Spirit is convinced. The runner-up knows the modeling business inside out and was able to help the amateur models with lots of good tips. In addition, with Mister Switzerland Tim Wieland, Ursula Knecht as owner of the Option Model Agency, Peter Triner from Triumph International and the lifestyle editor Martina Marti from 20 Minuten, "a renowned jury" could be put together. The Sloggi club tour was more than just an eye-catcher everywhere. At an after-work clubbing event, the young women and men were able to have themselves put in the best possible light by people photographer Geri Krischker in a mobile photo studio. The butt pictures were posted directly online.
Participants from Switzerland had until the beginning of October 2007 to register on the Sloggi website and take part in the contest. All future models had to be at least 18 years old and could upload their bottom photo, dressed in Sloggi underwear of course, for online voting. Every Monday for six weeks, the weekly winners were chosen from the top 20 and published by Xenia Tchoumitcheva in 20 Minuten print and online on Tuesday.
The 12 weekly winners were allowed to compete in the final at Zurich's Kaufleuten on October 16. The winners were 19-year-old Jessica Matzig and 20-year-old Jean Dominique Placy.
Blue Spirit Communications relied on a media cooperation with 20 Minuten and Tilllate to ensure the campaign had the best possible impact on the right target group. The agency provided the content for the campaign over eight weeks in the form of editorial news for the 20 Minuten community and the Reminder Box. Classic advertisements were also designed. In this way, "Show me your Sloggi" was communicated integrally on several levels and reinforced using multimedia.
Over 1400 photos of participants from Switzerland, thousands of visitors to the website and a high level of acceptance within the target group speak for Peter Triner, Director at Triumph Switzerland, "for the great success of the campaign". With the cross-media implementation of classic communication, editorial content and media coverage in several TV formats such as "Glanz & Gloria" and the news on Tele Züri, Blue Spirit Communications took a successful step towards integrated communication, which seems to be becoming more and more of a trend in the advertising world for such products.
Andreas Panzeri
With the worldwide campaign "Show me your Sloggi", Sloggi is looking for "the most beautiful female and male bottom in the world" in 2007. A guaranteed recipe for success in the age of casting shows. Countless attractive young women and men took part. For three months, the trendy underwear brand searched 28 countries for the crispest backside. More than 3.5 million interested people took a professional or expert look at the Sloggi website with all the details of the competition. Over 15,000 participants have entered worldwide. The winners of the final in Munich yesterday (Wednesday) were awarded prize money of 10,000 euros as well as a photo shoot for the next Sloggi ad campaign.in Switzerland, the popular campaign was managed regionally by Blue Spirit Communications. The agency from Schlieren already caused a stir two years ago with the Sloggi girls adapted for Switzerland and their legs massaged into top form by the computer.
In addition to the national implementation of the international concept, Blue Spirit has now also created special tools to strengthen the affinity for "Show me your Sloggi" in Switzerland. With Xenia Tchoumitcheva, for example, "the ideal testimonial was found", as Gerry Flückiger at Blue Spirit is convinced. The runner-up knows the modeling business inside out and was able to help the amateur models with lots of good tips. In addition, with Mister Switzerland Tim Wieland, Ursula Knecht as owner of the Option Model Agency, Peter Triner from Triumph International and the lifestyle editor Martina Marti from 20 Minuten, "a renowned jury" could be put together. The Sloggi club tour was more than just an eye-catcher everywhere. At an after-work clubbing event, the young women and men were able to have themselves put in the best possible light by people photographer Geri Krischker in a mobile photo studio. The butt pictures were posted directly online.
Participants from Switzerland had until the beginning of October 2007 to register on the Sloggi website and take part in the contest. All future models had to be at least 18 years old and could upload their bottom photo, dressed in Sloggi underwear of course, for online voting. Every Monday for six weeks, the weekly winners were chosen from the top 20 and published by Xenia Tchoumitcheva in 20 Minuten print and online on Tuesday.
The 12 weekly winners were allowed to compete in the final at Zurich's Kaufleuten on October 16. The winners were 19-year-old Jessica Matzig and 20-year-old Jean Dominique Placy.
Blue Spirit Communications relied on a media cooperation with 20 Minuten and Tilllate to ensure the campaign had the best possible impact on the right target group. The agency provided the content for the campaign over eight weeks in the form of editorial news for the 20 Minuten community and the Reminder Box. Classic advertisements were also designed. In this way, "Show me your Sloggi" was communicated integrally on several levels and reinforced using multimedia.
Over 1400 photos of participants from Switzerland, thousands of visitors to the website and a high level of acceptance within the target group speak for Peter Triner, Director at Triumph Switzerland, "for the great success of the campaign". With the cross-media implementation of classic communication, editorial content and media coverage in several TV formats such as "Glanz & Gloria" and the news on Tele Züri, Blue Spirit Communications took a successful step towards integrated communication, which seems to be becoming more and more of a trend in the advertising world for such products.
Andreas Panzeri
