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FHM '100 Sexiest Women' viral

Agency: Playgroup


FHM has worked with brand equity agency Playgroup to develop a viral campaign to push voting in FHM 100 Sexiest Women in the World Poll. FHM reader’s favourite model Keeley Hazell fronts the campaign, designed to drive interaction with the brand.

Playgroup created the viral in conjunction with Bauer TV, which is centered on a video application and sees Keeley play a virtual host. In a series of video clips driven by her outrageous reactions, Keeley adopts the look of a user’s particular taste in ladies by changing her colour, nationality and clothes.

In doing so, the ‘Keeley Lady Selector’ will help narrow down a selection of celebrities who reflect those choices. The user can then vote for their favourites.

A link to,  will be sent out to FHM’s database, supported by online advertising and throughout the men’s titles in the Bauer Consumer Media portfolio. It will also be seeded on a number of viral sites and communities networks.

Carlos Rodrigues, Digital Product Manager at said, "Now in its 14th year, the FHM 100 Sexiest Women in the World Poll brings together all the various consumer touch-points of the FHM brand - magazine, mobile and the website.

"The 2007 poll saw a record eight million votes cast. This year FHM wanted a creative campaign to drive further traffic to the site and push online voting. We are really excited about the potential of this campaign and think it could be one of the biggest virals this year."

Group Creative Director at Playgroup Angus MacKinnon, added, “The campaign is a literal interpretation of the marketing environment today, where consumers are dictating what they want and how they get it.

"Creating a tailored and entertaining experience allows men across the country to let go of their inhibitions, and FHM to build a relationship with its target market.”

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