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 at 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.”