ITV wanted to promote their new primetime show "The Real Full Monty" to raise awareness of men’s cancer and increase viewership.
Collaborating with Goodstuff & Talon Outdoor we created one of the most memorable out of home campaigns of 2017.
ITV wanted to promote their new primetime show “The Real Full Monty’ to raise awareness of men’s cancer and increase viewership.
An out of home format would be required that was mobile and memorable.
Choosing to target two major UK cities – London and Sheffield, a fleet of Digivans & Backlit Advans were deployed stopping at major landmarks and drawing attention with standout creative and a guerrilla activation which involved semi-naked drivers throwing underwear at passers-by.
The campaign gained widespread attention and national coverage, reaching 145.4 million people on social media. The hashtag #TheRealFullMonthy trended across social media with 21.4k mentions during our campaign.
Reach of the campaign determined via social media trending and online mentions.
#TheRealFullMonty trended across social media, with particular mentions over the two campaign days.
Mobile Outdoor Advertising
With over 30 years of experience in Mobile Outdoor Advertising, MMedia Group boasts the largest fleet of advertising vehicles in Europe. From Advans and Adbikes to Pedicabs and more, MMG ensures that your business gets noticed in any location.Discover More