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.
Traditional Ad Formats
From Advert Walkers & Digivans to Adbikes & Blimps, with over 30 years of exceptional outdoor advertising, we utilise state of the art technology and the largest fleet of advertising vehicles in Europe to achieve your mobile outdoor advertising goals.Discover More