Migros, a supermarket chain in Switzerland, got a brilliant idea for its underwear advertising campaign: they are modeled by good lookin' singles who you can contact!
In a wide-spread press release Migros announced to advertise their latest underwear worn by real singles, who are looking to meet and find a partner. The story quickly became a topic for the media, already giving the campaign a first ignition. 700 willing models applied and there from 26 where chosen. Following was a campaign that used real life singles modelling the underwear with possibility of the viewer to contact them over their email address. Hundreds of national and international media covered the story about the singles in Migros underwear.