Amsterdam ad agency LaMarque has created a competition for their car client Daewoo that they hope will gain fame amoungst the younger market. Jeroen Oosterman, branddirector at LaMarque said: - "Daewoo noted that it's hard to reach the younger market on your own, this collaboration campaign together with Sloggy works as an icebreaker."
The idea is as simple as it is tasteless, at Kontest.nl women can send in images of their bums, and the one with the best "bodywork"-behind wins a Daewoo car. If you fail reaching the top ten, not to worry, there's pages of workouts and diet-tips to get into "Sloggy-shape".
"Sloggi loved the idea and really wanted to do it", said Oosterman to emerce.nl, "at Daewoo there is some doubt." On the website they've placed a minimally short disclaimer, stating that neither Sloggi nor Daewoo are "responsible for possible violations of the images copyrights, the photos will only be used in this website and in magazine ads".