Case Studies Non-traditional marketing

Case Studies - FHM

Client: FHM

Agency: Cunning

Campaign: High Street Honeys, Chalk Drawing Campaign

Brief:

To create word of mouth excitement and anticipation for the new release of the first FHM High Street Honeys competition winner (Tanya Robinson).

Target Audience:

Young Male Professionals
University Students
16-39 Males

Campaign Description:

The words "I Love Tanya Robinson" were written in chalk over 25,000 times across selected areas of the UK. The locations selected included commuter routes, office areas, shopping streets, university campuses, colleges, halls of residence and student area shops and bars.

The activity was executed in the early hours of the morning preceding the release of the FHM magazine, which had Tanya Robinson on the front cover, announcing her as the High Street Honeys competition winner.

Results:

. The edition achieved record sales figures, with the majority of sales made on the first few days of the magazine's release.
0. The activity caused a spate of copycat style love messages, one of which notoriously featured in the background of the cover pages of a famous book (Jamie's Dinners, by Jamie Oliver).
Link Communication provided chalk drawing removal teams one week later as part of the campaign, ensuring that there was no lasting damage to the environment and no complaints from residents.