When Budweiser brought back its much loved ‘Whassup’ catchphrase earlier this year, it wasn’t just about trying to cash-in on any 1990s revival. LT Budweiser – Whassup Quarantine Version To put all that into context, Havas claims to have achieved 60% of the chatter volume of the John Lewis Christmas ad but with just 0.24% of its media spend. Plus the campaign received heavy PR coverage with more than 40 articles written about it with exposure across both national and industry press. One tweet showing a timelapse video of the billboard in action racked up more than 134,000 likes and 35,000 retweets, for example, as well as 500 comments. There were an estimated 43,000 social posts about the ad generating a reach of 22 million people. The creativity of the execution caught people’s attention, with the public response driving huge earned reach across social and publisher platforms. Two sites were selected – one in London and one in Birmingham – that together helped rack up more than 320,000 impacts. Working with Havas Media, the BBC chose outdoor for its ability to build fame among youth and light TV audiences. But as darkness descended and a spotlight was turned on it revealed the chilling shadow of Dracula himself. To mark the release of flagship drama Dracula at the beginning of the year, the BBC took inspiration from the dark and mysterious Count to create an out-of-home installation that came to life as dusk falls.īy day the billboard appeared to feature a random collection of bloody wooden stakes. These screenings helped to generate positive sentiment around the brand, with 96% of attendees saying they would recommend it to a friend. It also led to a 74% increase in positive engagement versus previous work and was the most effective brand campaign it has launched based on short-term new business sales appealing to target audiences (28% more effective than the previous brand campaign).Īs an extension of the campaign, it also launched drive-in cinema events across the UK.
The campaign launched on social media and achieved the highest engagement of any campaign AA has run on the platform to-date. In July, timed to coincide with Boris’ announcement that the nation would be coming out of the first lockdown, it introduced a new mascot – Tukker the puppet dog who reminded drivers, and pedestrians alike, of the feeling of freedom.Ĭreated by adam&eveDDB, the ad sees Tukker reminisce on the joys of driving in his bright yellow living room, playing a song on his record player and setting up a fan to recreate the experience. While many brands created sentimental ads during the Covid-19 crisis, The Automobile Association provided us with some much-needed joy.
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