After the viral success of Levi’s ‘Rear View Girls’ promotion, which racked up a sizeable 7M YouTube views simply by strapping a micro camera to a women’s backside, the concept of body advertising is now back on every marketers lips.
Here’s another fine example of using the human body as an advertising space, one that keeps the owner of the body in question unaware of the mini billboard they are sporting.
This particular ‘leg-vertising’ campaign comes courtesy of Superette a boutique fashion store based In Auckland. In order to promote the brand’s line of ‘short shorts’ it decided to imprint a text-based ad directly onto unsuspecting women in the region.
“We put indented plates on bus stop, mall, and park benches, so that when people sat down, the message was imprinted on their thighs,” stated the people behind the campaign. ‘This meant that as well as having branded seats, a veritable army of free media was created, with thousands of imprints being created and lasting up to an hour.”
It’s a clever bit of ambient marketing, which uses found media (such as slightly doctored benches) to its advantage for a low cost, high pr value promotion. It’s doubtful the campaign works quite so well when the brand is squashed onto the thighs of hairy, overweight men in the region, but it’s the suggestion that men may be ogling women’s thighs that gains this simple concept the viral impetus it needs online.
Whether it will drive women – who aren’t really the target audience for an ad campaign of this nature – in store, is another question entirely.