Wrote about "show me your Sloggi" UGC campaign launched earlier this year worldwide by Sloggi. This report by REUTERS on the Japanese winner says it all: just now women have done everything to breasts to make them more attractive and noticeable, focus of advertisers are now shifting to women's backsides. The bottom line can be hard sometimes …

Source: Adrants 

Art2blog is going on holidays for 1 week to Bodrum. We’ll be back on October 4th. In mean time don’t stop reading our favourite colleagues. If you still have some holidays planned, check out Fasten Seatbelts where you can find the “Do’s and Don’ts” of the country you’re visiting.

We will certainly remember that:

• In Turkey, it is rude to show the sole of your shoe.
• In Turkey, the “OK” sign is very rude.
• In Turkey, in crowded busses (Dolmus), the way to pay for your ticket is to pass the money from passenger to passenger towards the bus driver.
• In various countries, you may be asked to remove your shoes before entering a home.

The last few days it has been quiet…well…now you know why. I moved our blog to my own hosting.http://www.art2blog.be is the place to be now…I’ll make some more changes the coming days on the design but all credits go to Design Disease which created this great 3 column wordpress theme. Furthermore you don’t have to change your rss feed address, that stayed the same (http://feeds.feedburner.com/art2blog)!

Hope you enjoy…

Sloggi takes it one step further: upload a picture of your bum in your undies, get rated top bum and win prizes! The campaign runs in several countries (hence bums of the world) and is supported by a billboard with a group of ladies in Sloggi underwear on a Vespa scooter (one of the prizes). Of course they’re counting on the 2.0 web to make this stunt a viral hit!

We’ve had smoggi alarm, the Sloggi billboard director, and the droggi girls. All very original guerrilla/viral campaigns that created the necessary buzzz, but I wonder … are they marketing on target? If their objective is branding and image building amongst the younger, (male) internet community, it’s working fine. But are they selling more undies with this? What do women think about these -fair to say- sexist campaigns? After all, I can imagine that has to be one of their bigger segments. It’s true that besides some outdoor and the prizes in this bum rating contest, it won’t cost a lot, the web 2.0 users do all te work for them, but I’m far from convinced this is getting them where they want to be in terms of brand image on target groups and sales …

Anyway, I’m a fan on their guerrilla campaigns like Smoggi Alarm and Droggi Girls, but I’m not buying Sloggi …yet ;)

[youtube=http://www.youtube.com/watch?v=6FL6OnFsGm4]

Received several mails from contacts to join their social network on the Quechup site. Ignore these! Don’t know what the final plan is, but once you register the engine behind the site proposes to import online contacts from your webmail account like Hotmail, Gmail, … once imported all these get a mail from you inviting to join Quechup again. Pure spam with hopefully no other harmful intentions (viruses?) behind.

Sloggi girls are at it again. By now everybody knows about the doping stories in the Tour De France that ended yesterday. Sloggi sent 3 “Droggi” girls to Paris yesterday morning to win their own drug-free stage on the Champs-Elysées. Below image shows the team training for the Tour end 2006 … I prefer this yellow Sloggi!

Video of arrival here.

Also losing a lot of time again lately waiting at the red lights, gazing at those Sloggi butt-billboards while lights turned green already?

Well, Sloggi let’s you make your own billboard through the Sloggi Billboard Director. Pick your background, cast the models & do the shooting. If you’re satisfied with your result, send your creation to your friends. Here’s my Art2Bloggi … ;)

The site also promises a contest for best entries. I wonder if it will be entries created with the director tool, or homemade entries sent in by participants. That would really be a 2.0 experience …

How all this fits in with their target consumer beats me, butt they got my attention at least!

Nice Sloggi round-up -what’s in a word- on Adrants.

Last week air quality in Belgium was so dramatic -too much smog- government decided to lower speed limits on highways from 120 km/h to 90 km/h. This inspired Sloggi Underwear marketeers: cute girls wearing -of course- Sloggi underwear and nothing else warned drivers on bridges across highways about the “smoggi alarm”.

On the site www.smoggi.be you can register for an upcoming contest … and more smoggi babes at work :)

[youtube=http://www.youtube.com/watch?v=jwarxqQUEDc]