Gü Spreads the Love with Interactive DOOH Valentine’s Day Campaign

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Valentine's Day Campaign

London, UK (Feb 12th, 2019) – Today, Gü, the award-winning premium dessert brand, is kicking off a tongue-in-cheek, socially driven OOH campaign for Valentine’s Day. Love Notes invites dessert lovers to submit romantic tweets inspired by the lyrics of iconic love songs, all with a delicious Gü twist. The three-day special will see best-in-class tweets published on the UK’s largest indoor screen situated at London’s busiest rail station – Motion@Waterloo.

Produced by Grand Visual, this light-hearted interactive drive leverages traction from the wider Gü campaign which asks Twitter users to tweet their favourite lyrics, replacing the word ‘you’ with ‘Gü’. The best tweets such as “Everything I do, I do it for Gü”, and “I’m in love with the shape of Gü” will be shown on the big screen at Waterloo Station. Participants are further rewarded with their very own personalised video which is shared via social media and features their public declaration of love playing on the big screen.

The socially driven DOOH campaign is delivered via OpenLoop, the Dynamic Creative Optimisation platform from Talon. Media was planned and booked by JAA and Talon and supports a broader focus on social and digital channels for the desserts brand going forward.

The interactive OOH special is part of a broader outdoor and digital campaign and supports a limited-edition Valentine’s Day packaging refresh across the Gü cheesecake range and features tweaked lyrics from some of the most iconic love songs, such as “I can’t help falling in love with Gü” for Zillionaire cheesecakes.

Gü’s Love Note campaign will be the first of a number of initiatives as part of the brand’s new, wider “Time for Gü” platform which champions real life indulgent dessert occasions, from date night to Friday night.

Amy Heap, marketing controller, Gü, said: “We wanted a truly interactive campaign designed to create memorable moments while having fun with the brand. We also wanted to ramp up our social media activity using DOOH as the anchor for engaging social audiences. Gü’s Love Notes is a step-change for us – a campaign that is driven by Gü fans and highlights Gü as the perfect dessert or gift this Valentine’s Day.”

Ric Albert, Creative Director at Grand Visual, said: “Digital OOH is becoming an intrinsic part of the media plan and an important conduit for driving content to other channels. Love Notes is a great example of how DOOH executions can become the currency for social outreach – helping to tell a brand’s story across the wider media sphere and rewarding participants with their moment of fame in a personalised video clip. It’s about extending the life of the campaign beyond the Motion@Waterloo location.”

-ENDS-

CREDITS

Client: Gü

Alexandra Heal, Assistant Brand Manager, Gü

Amy Heap, Marketing Controller, Gü 

Production Company: Grand Visual

Nadiya Abubakar, Production Director

Keira Kaine, Technical Director

Ric Albert, Creative Director

Ben Smith, Business Director

Francesca Denega, Producer

Jon Jones, Creative Technologist

Outdoor Specialist: Talon

Martin Pittendreigh, Business Director

David Leach, Client Manager

Chloe Fenton, Client Executive

Media Agency: JAA

Olivia Collins, Media Planner

Ad Tech Platform: OpenLoop

About Gü:

Gü (Noble Desserts Holdings Ltd) is a London-based premium desserts company, set up by James Averdieck in 2003, and acquired by Noble Foods in 2010. Gü’s range of chilled desserts are available in all major retailers throughout the UK, with Brits consuming an average of one Gü ramekin every second[1].

Based in West London with a brand-new manufacturing site in Bishops Stortford, the award-winning company has sales of over £54m, growing at over +20% RSV, making it the number one premium dessert brand in the UK. This equates to one in every five UK households having bought a Gü pudding in 2019[2].

About Grand Visual

Grand Visual is an award-winning production company providing creative services for digital OOH. Made up of experts in creative, technology, production, storytelling, and digital marketing, Grand Visual craft compelling stories which maximise the effective use of digital OOH for advertisers and agencies around the globe.

About Talon

Talon Outdoor is a truly independent Out of Home media specialist and a significant player in the Out of Home agency sector with a focus on delivering smarter, creative, technology-led and integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open working between agencies, clients and media partners.

Talon has achieved the Campaign Best Places Number 1 Medium sized UK Company to Work For and has also featured in the Sunday Times Fast Track 100, as No. 1 in Best Companies and in LSE’s 1000 Companies to Inspire Britain.

Talon handles the Out of Home media for several of the UK’s leading advertising brands through Omnicom Media Group UK agencies, along with other agencies including AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media and Republic of Media.

Talon has offices in London, Manchester, New York and San Diego, plus several other US cities, and has built an OOH planning and buying network covering US, Europe, Asia and Latin America covering 75 markets.

[1] Nielsen Scantrack UK 52 W/E 28.12.19

[2] Nielsen Homescan UK 52 W/E 28.12.19

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