Cool Marketing Thoughts

It’s not always easy to come up with a good and solid idea for a magazine like Playboy. I’ve seen plenty, but most of them just picture a hot chick with few clothes. It’s not like that approach isn’t working, sex sells (at least to most of the men out there) but averagely it’s ‘just a hot chick’. Ogilvy & Mather from Budapest decided to try a different approach. It might seem weird at first glance but I can follow the stream of thoughts that resulted in these graphics. Many heat maps and eye-tracking studies have shown that people click on images, even if there’s no link behind them. People click to confirm what their eyes are seeing. Very often they click along the path their eyes are following when scanning a screen, following the natural curves and contours of what they’re looking at, over and over again. And if people don’t click, then they follow lines with the pointer of their mouse. It’s something you can’t explain. It just happens. Visualizing those tracks would lead to graphics like the ones shown below. It might seem far-fetched, but I think it’s good.

Copy: “Playmate of the year 2006: Lenkei Viki”

Agency: Ogilvy & Mather Budapest
Creative Director/Art Director: Dalbir Singh
Copywriter: Satbir Singh
Product: Playmate.hu

Thanks, Dalbir