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FHM - Sponsorship of the High Street Honeys

Provided by Bauer Media
Sponsorship of FHMs High Street Honeys the biggest non broadcast sponsorship opportunity. FHM's most iconic sub brand

Tell us about the Opportunity / What is it?

FHM is the voice of authority for young men 18-34. We offer: Associated with the project at all levels; Solus supplement; Desk calendar (daily text for 360 days); Logo used on editorial coverage; 6 ads within FHM; Top 10 Honeys DVD (TV trails or specially created content); 20 editorial credits, 3 product credits; Microsite (inc advertorials, redemption coupons, text offers); 2 newsletters to the FHM.com subscribers; Licensing opportunities (see Frijj bottle below); Retail support; FHM TV tie up; Sampling at 20 club nights.

What is the Marketing Objective?

For the client it is the association with FHM, which as the voice of authority for young men 18-34, is great for brand exposure and enhancing brand perceptions whilst being able to utilise many sales driving mechanics i.e. win tickets to party when buy, desktop calendar coupons, voting bounce back messages promoting comp etc.

How does it work?

Would be Honeys enter via magazine or email - approx 10,000. Readers and users vote for their favourite girls via email or SMS. When the top 100 girls are chosen, local and national press get behind their girls, and top 10 showcased in FHM. The reader voting whittles girls down to the top 3; the winner is then showcased in a lengthy feature in FHM and FHM.com as well as national press coverage. Frijj PR value alone was worth over £1 million! (key partner Daily Star). Frijj licensing trade value over £500,000. Overall PR 2004/5 £7 million.

Who's used it in the past?

Frijj used it to target 18-34 men; they wanted to build brand awareness and grow target audience to include busy men on the move. They benefited from huge exposure around the sponsorship and they were able to utilise logo on bottle resulting in 45,000 entries for competition to win tickets to the 2004 Honeys party.

Features / Benefits

Bespoke opportunity, tailored to meet your requirements. Biggest non broadcast sponsorship opportunity in the UK. Integrated sponsorship on all levels. 2007 generated £7 million worth of PR across local press and all major red tops. The Sun is our official partner. Generates significant uplift in sales - Frijj received 45,000 entries to win tickets to the Honeys party. Fantastic for brand exposure/enhancement and driving sales - utilise many sales driving mechanics i.e. win tickets to party when buy, desktop calendar coupons, voting bounce back messages promoting comps.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£251k to £500kCore target is 18 to 34 yr old men
16 - 24
25 - 34
Male
AB
ABC1
MAGS / CONSUMER
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
PUBLIC RELATIONS
SALES PROMOTION
SPONSORSHIP / MEDIA
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