In order to show that Venus gives you â€œseriously smooth legs,â€ BBDO Philippines came up with this guerrilla campaign that turned an escalator at Dhoby Ghaut, one of the busiest stations in Singapore with over 1.4 million daily visitors, into long sexy legs.
As you can see by the look on people's faces in the print ad photographed by Jonathan Tay, the idea was very successful in grabbing the attention of the public. The execution made it look like the people holding the rail were running their hands across the smooth legs.
â€œDramatizing the benefit of smooth legs to 1.4M people daily, which is equivalent to reaching 29% of the population, it takes a TVC at least 4 weeks on prime time to achieve a similar level,â€ the ad copy explains.
Great work by BBDO Guerrero Ortega, Philippines with creative directors David Guerrero, David Lubars, Joni Caparas, Joel Limchoc, Simon Welsh, and art directors Joni Caparas and Ming-mei Hung.
Check out three more guerrilla campaign utilizing escalators:
Stats for Escalator Legs
Trending: Older & Warm
Research: 7,534 clicks in 417 w
Interest: 4 minutes
Concept: Escalator Legs
Related: 47 examples / 36 photos
Segment: Neutral, 18-35
Comparison Set: 17 similar articles, including: 26 examples of multipurpose pop-ups, building on the past, and speedy electric race karts.
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