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Client: EMAP Digital

Agency: The online campaign was designed in-house by EMAP Digital. Interactive agency Abel & Baker was brought on-board to develop a viral execution.

Background: Every year, lads' magazine FHM publishes the eagerly anticipated 100 Sexiest Women in the World issue, as voted by its readers. This year, publisher EMAP wanted to include an online promotion to increase the number of votes cast online.

Aim of campaign The campaign aimed to encourage people to vote online and to visit the FHM.com web site. It was designed to capture data in the form of visitors' email addresses and to spread awareness and publicity about the poll.

Creative: EMAP Digital used buttons and banners on the home page of FHM.com. With the general election looming, Abel & Baker developed a viral email campaign suggesting MP Ann Widdecombe as one of the possibilities for inclusion in the Top 100. EMAP also ran an awareness campaign of the Top 100 vote on the web sites of The Sun, Radio 1, Yahoo!, Excite, Sports.com, Bananalotto, CricInfo and the 365 network, as well as on the fan sites of the women running for the vote.

Online executions: Emails were sent to FHM.com's registered users, informing them that that they could view one of the hot favourites in the Top 100 by clicking on a link. Upon clicking the link, the user's screen was taken over by a picture of Ann Widdecombe accompanied by a loud horn alert and flashing copy saying 'I want to bed Ann Widdecombe'. After agreeing or disagreeing, recipients were then taken to the FHM.com site, where they could cast their vote. A pop-up page appeared giving the option of forwarding the email to up to five friends.

Offline executions: Separate from the viral campaign, the promotion of the Top 100 vote ran in the May and June issues of FHM. Ballot boxes, cards and posters featured in pubs, Topman stores and magazines such as Max Power, Revs, New Woman, heat and Diva.

Results: The viral email attracted 32,000 unique visitors and collected 6,200 new email addresses. Overall, two million votes were cast, with 1.2m made online. This represented a massive increase from last year, when a majority of votes were cast offline. "We were very pleased with the effect of the viral campaign and how well it integrated into the overall promotion," says Chris Lawson, head of CRM at EMAP Digital.