Now in its third year, the tie-up will see a multi-platform campaign across print, TV, online, radio, retail and social media platforms culminating in the FHM 100 Sexiest Party in May 2013.
The TV ad will feature on 4Music, with radio spots airing on Kiss and Bauer Place stations including Key 103 and Metro Radio. The second wave of the TV and radio campaign in April will countdown to the reveal of the Top 100. Both sets of activity will be co-branded with VO5 Extreme Style and their Break The Mould creative.
An enhanced digital campaign will drive people to vote on FHM.com and also enter the exclusive competition to win a date to the 100 Sexiest Party via FHM’s Facebook hub. The call to action will be amplified with a viral video promotion and the new functionality will allow voters to show friends how their vote has been cast. There will also be increased communication between the FHM and VO5 Extreme Style Facebook and Twitter feeds.
This six figure investment commences with the March issue of FHM, published in February and will capitalise on the strong synergy the brands have developed over the last two campaigns.
FHM’s ‘100 Sexiest Women in the World’ is the longest-running magazine promotion and continues to engage with mainstream men worldwide as well as consistently delivering huge PR value for FHM, says Bauer. Last year, FHM’s ‘100 Sexiest’ trended at number one globally on Twitter all day on release of the results.
This year’s deal was brokered by Rob Walsh and Lydia Dewdney-Pala at Bauer Media, Richard Whitty and Joe Assheton at Unilever and Shan Magnusson at Mindshare.
Rimi Atwal, Publishing Director commented: “There is a fantastic synergy between the FHM and VO5 brands and we are proud to be continuing our partnership, building on last year’s record-breaking promotion. The 100 Sexiest franchise is a unique and powerful FHM sub-brand and our enhanced social media campaign this year will ensure it resonates with more mainstream men than ever before.”
Joe Assheton, Assistant Brand Manager, VO5, added: “We are delighted to be partnering with FHM and their 100 Sexiest campaign for a third year. The partnership provides a great platform for us to engage with our guys; by co-creating great content, introducing our new Extreme Style shampoos and even giving them the chance to accompany one of the sexiest women in the world to the legendary 100 Sexiest Party.”
