FHM resorts to guerilla tactics to get noticed

SINGAPORE: After realising it had very little money to spend on

advertising, FHM opted to use guerrilla marketing tactics to promote its

"100 Sexiest Women" edition.

With the help of Bartle Bogle Hegarty (BBH), it called on renowned drag

queen Kumar who generated publicity when he debated at "Speakers'

Corner" on why he should be included in the special June issue.

Publicity also included stories on free-to-air channels 5 and TV Works

and pay-TV station Channel News Asia.

And he was quoted in The Straits Times as saying: "I'm disappointed with

FHM ... I am more woman than a woman and more of a man than a man."

Other activities included having models hand out FHM voter postcards at

bars and nightclubs.