The Sun’s ‘Big Smile Giveaway’ campaign was supported by heavyweight TV, radio and in-paper coverage and sought to bring unexpected smiles to the British public by way of amazing promotions across the typically depressing January period.
In support of the ATL campaign, Stretch were briefed to deliver smiles face to face across the nation in an exceptionally reactive way. Our hand-picked Sun Smile Squad were on stand-by across two months to hit the streets in a customised Sun Camper Van whenever required.
The central activity was a partnership Stretch brokered with The M6 Toll, which allowed all vehicles to drive through for free and collect a Sun window sticker and a copy of the newspaper on Blue Monday – officially the most depressing day of the year.
Then in the heavy downpours of early January, the team handed umbrellas to people caught short on their way to work. In the biting deep freeze, they were deployed at amateur football fields, bus stops and city centres to hand out free hot drinks. At Championship football matches, they handed out warm Sun-red gloves, and tying in with a retail promotion, we surprised random shoppers by paying for their entire shop.
With a photographer in tow, we worked through the promotions team with editorial to secure coverage in The UK’s favourite red top creating an unusual bridge between editorial and marketing.
All in all, we covered over 50 towns from mid-Scotland to Plymouth and secured thousands of unexpected smiles.