Selling Thigh Space

Quartz reports that a Japanese P.R. company is paying women to wear advertising stickers on their thighs:

Advertising on women’s skin appears to be much more cost-effective than forking out exorbitant sums for public billboard space. In 2012, the overall expenditure on ‘outdoor’ advertising in Japan was ¥299.5 billion ($2.99 billion) (pdf). The going rate on each thigh, according to the company, is $121 per day. The 3,000 Japanese women who signed up to participate will slap stickers on their thighs in exchange for that sum. The campaigns, which began rolling out earlier this year, so far have included plugs for the movie Ted and the band Green Day.

The agency has a few requirements for its walking billboards: they must be over 18, have at least 20 friends on social networking sites, and must post pictures of themselves wearing the sticker in two different geographic locations.  The agency also “recommends” that the women wear miniskirts and long socks to draw attention to the ads.  “It’s an absolutely perfect place to put an advertisement, as this is what guys are eager to look at and girls are eager to expose,” Hidenori Atsumi, the agency’s CEO, told ITN.

(HT: Marginal Revolution)