Daewoo and Sloggi, an unusual partnership to launch a contest to win the car with the best body. Developed by LaMarque Amsterdam, the campaign aims to reach a younger audience than the usual Matiz' one. As Emerce (in Dutch) explains, women who want to enter the competition have to send the photograph of their buttocks. If you go to Kontest.nl you can vote for the best pictures, and get tips to improve your fitness. The best rated will win a Daewoo Matiz. To support the online competition, Daewoo will send out 3 million brochures.
Note of the editor: this competition could only be hosted in The Netherlands, homeland of the Big Brother...