HIDDENHOTTIE by Jung Von Matt/Alster Hamburg for Fhm

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HIDDENHOTTIE

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Industry Culture, Leisure & Sport
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Executive Creative Director Sascha Hanke
Creative Director Jens Paul Pfau, Tobias Grimm, Jo Marie Farwick
Copywriter Ali Antzar, Fabian Koeniger, Till Felber Freelancer
Account Supervisor Annette Krebs
Released December 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: FHM
Product/Service: FHM GERMANY
Agency: JUNG von MATT
Date of First Appearance: Dec 9 2010
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Entry URL: http://www.hidden-hottie.de
Executive Creative Director: Sascha Hanke (Jung von Matt AG)
Creative Director: Jo Marie Farwick (Jung von Matt AG)
Creative Director: Jens Pfau (Jung von Matt AG)
Creative Director: Tobias Grimm (Jung von Matt AG)
Art Direction: Steffen Koenig (Jung von Matt AG)
Copywriter: Fabian Koeniger (Jung von Matt AG)
Copywriter: Ali Antzar (Jung von Matt AG)
Copywriter: Till Felber (Jung von Matt AG)
Agency Producer: Niels Muenter (Jung von Matt AG)
Graphic Design: Daniel Breining (Jung von Matt AG)
Graphic Design: Samuel Huber (Jung von Matt AG)
Account Supervisor: Annette Krebs (Jung von Matt AG)
Sound Design/Arrangement: (Audioforce)
: (Markenfilm)
Media placement: Internet Film - FHM.de, Facebook, Youtube, Vimeo - 09.12.2010

Insights, Strategy & the Idea
The development of a viral online campaign for the German edition of FHM. The campaign should target web-savvy subscribers in order to expand the readership and subscription rate of the print edition.

Men aged 18-49 in German-speaking market and in the sales territory of FHM Germany.

The basis for the Hidden Hottie campaign came from the insight that it is not always possible for employees around the world to look at hot FHM models on their screens at work. The boss could look over their shoulder and catch them goofing off. We wanted to change that!

Creative Execution
The FHM Hidden Hottie: a internet video that’s two video’s at once. This is achieved by using the opacity and transparency properties of flat screens in a way that two films can be displayed simultaneously. What the viewer sees is determined by the angle of inclination of the LCD screen. One film shows only numbers, graphs and charts; the film hidden behind shows a stripping FHM model.

Results and Effectiveness
English and German versions of the FHM Hidden Hottie were placed online on the websites YouTube and Vimeo. After 8 weeks, the Hidden Hottie had received over 100,000 views. The predominant audience was men aged 25-54. (Source: YouTube)
The FHM Hottie Hidden caused a stir in blogs, web magazines and social media platforms. This unique online idea was a great compliment to the print edition.