A loyalty program with towels isn't groundbreaking. But you can make it groundbreaking! With the Hunt for the Towel Hunk: who will be the new Towel Hunk of Etos?

This time, it wasn't Etos who determined the face of the campaign. No: this time, everyone in the Netherlands went in search of the hunk!

Especially for this campaign, the Hunk-o-Matic app was developed. With this, you could see how you could look like a sexy hunk: 'dressed' in a towel and with the winner's sash.

Then the power of conversation was used through the deployment of social influencers: who should sign up? Who should be the Towel Hunk 2016? A video announced the 12 finalists.

Through free publicity, teaser videos, and the social network of these 12 perfect endorsers, the Netherlands was called upon to vote.

What started with 1 app, ended with 10,000 votes cast and an organic reach on social media of 3 million Dutch people!