| Title | I AM UGLY BUT I GOT THE HOTTY |
| Brand | PFIZER |
| Product / Service | VIAGRA |
| Category | C04. Community Applications |
| Entrant | GREY GROUP HONG KONG, HONG KONG |
| Entrant Company: | GREY GROUP HONG KONG, HONG KONG |
| Advertising/Web Design Agency: | GREY GROUP HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Keith Ho | Grey Group Hong Kong | Executive Creative Director |
| Kym Ma | Grey Group Hong Kong | Creative Director |
| Henry Yim | Grey Group Hong Kong | Associate Creative Director |
| Jeff Tsang | Grey Group Hong Kong | Associate Creative Director |
| Henry Kwok | Grey Group Hong Kong | Senior Art Director |
| John Lo | Grey Group Hong Kong | Head Of Tv Production |
| Wong Ying Ying | Grey Group Hong Kong | Tv Producer |
| Erica Cheng | Grey Group Hong Kong | Assistant Tv Producer |
| Dorothy Yung | Grey Group Hong Kong | Director Of Client Service |
We “leaked” a series of photos onto the Internet of an ugly guy dating a hot girl, triggering a firestorm of online debate. Everyone wanted to know how this ugly guy could catch such a beauty. Users searched for the provocative photos, joined heated discussion threads, and even created their own spoofs. Finally, we posted three videos that revealed his secret: hard erections from taking Viagra. Within a week, the “Hard Guy” became the top search on Yahoo! and Google. It boosted the launch of Viagra's Ideal Sex Survey, generating over USD500,000 in publicity from a production of just USD7,500.