Come to Fleggaard, Ladies

Forget raindrops on roses and whiskers on kittens. Bikers and builders and pilots and lifeguards - now there's a few of our favourite things. Peter Harton directs the new Fleggaard spot and this time it's one for the girls.

Cross-border and e-commerce retailer Fleggaard needed to attract more traffic to their e-commerce site - fleggaard.dk. So, last year they aired a TV spot in which they announced that Fleggaard had made a film with all the stuff that men like most - action, half-naked blondes and... er, bargain appliances, but the film was banned for television and could only be seen on their website.

There, men could ogle a droll film in which a horde of topless skydiving babes fell from the sky while various gobsmacked chaps doing chappish things (playing golf or lunching with their wives) gazed up in wonder.

The underdressed skydivers, who were actually promoting a Siemens washing machine, garnered a staggering 12 million hits in the first few months, and that is in a country numbering 5.5 million people. Sales increased dramatically, by 26 per cent, and it was one of the most talked about campaigns Denmark had ever seen.

So how to attract women to a site that was initially aimed at men? Fleggaard simply repeated the format and advertised their web spot on TV, saying that this time, if the ladies would kindly log onto fleggaard.dk, they'd find a film full of romance, fit fellas and special offers on washing powder.

Thus, over two years, Fleggaard targetted first the lads, then the lasses - covering just about everyone falling into those two gender groups in Denmark."

Michael Paterson
Creative director, Uncle/Grey Copenhagen