CASE STUDY: GU Out-of-Home Communication Collaborations
Provided by Blackjack Promotions
Offering a unique experience integrating two types of media together.
What was the Challenge / Background of the Campaign?
Affiliations with third party companies allows Blackjack further opportunity to develop and use less traditional marketing tools. Campaigns in the past have included interactive billboards, augmented reality scenarios and costumed staff interacting personally with the target market. 'Give in Gü' is the new campaign by Gü Puds. The campaign is being supported by Press, TV, online and experiential to provide maximum impact.
What was the Campaign Objective?
Here the objective is to tee in traditional with non traditional and integrate fully with other specialisms. We wanted to offer something different and something that would stand out in a cluttered environment.
What was the Solution?
A giant interactive drum kit was placed on a 48 sheet poster site to create a special build providing an opportunity for consumers to 'Give in Gü'. The giant drum kit aimed to help Londoners give in to their simple everyday urges without guilt - Will you give in and play?
What were the Results?
Two heads are better than one so joining these two forms of media together first of all is a rarity and moreover is something that breaks the mould so it will turn heads and make for a more memorable campaign. Videos and photos were taken as well as hundreds of brownies and information leaflets distributed.
What were the Key Learnings of this Campaign?
This form of experiential allows the consumer to interact in a non traditional way and maybe paves the way for other traditional poster sites to think a little outside the box. Everyone who interacted loved it and it made even the most rushed commuter stand and stare.