Many new generation brands tend to initially opt for digital media to gain visibility and begin to build their community. But AdPower, the self-service advertising platform of the British media group Global, has written love letters to a hundred of them to consider the power of outdoor advertising and radio in their communication strategies.
Together with the agency Stink Studios, and under the title “Love letters”, the company addresses one hundred small and medium-sized companies from various sectors, audiences and stages of growth with the intention of “conquering” them and inviting them to establish a relationship with conventional media. And to do this he has written personalized letters that he has published in the media he manages throughout the United Kingdom.
Each text is written from the point of view of the medium and refers directly to each recipient and their sector of activity, which is why it provides unique and unrepeatable creativity. For example, in the letter addressed to SushiDog, a customizable sushi chain, he wrote “Wrap me in seaweed and let’s spread the word”; while to the fashion brand Kaiia he says “Your soft and discreet style is pure seduction, and I want to show it to everyone.”
Among the brands that are part of the campaign are Grace & Stella, focused on personal care; Bread Ahead Bakery; women’s health startup Daye; natural deodorant company AKT and reusable bottle brand Ocean Bottle. The vast majority have shared their respective letters through their social channels.
Also Waggle, a pet insurance, to which Global writes: “My dear sweet Waggle, I want nothing more than a love that lasts a lifetime and that’s exactly what it offers. The care and tenderness you show your clients makes me want to purr. Love is not complicated. It’s just there. As is your coverage, simple and when you need it. Don’t make me beg, allow me to be your loyal companion. Your best friend, the fence 890“.
On a visual level, we have sought to give the pieces a differential aesthetic, and to do so, the texts were typed one by one, looking for the imperfections and textures of analog creation. Subsequently, they were photographed, turning each of them into a unique and unrepeatable billboard.
As AdPower explains, many SMEs consider the idea of brand advertising in emblematic spaces such as the London Underground, London buses or alongside well-known brands such as Heart and Capital, but that world seems complicated or unattainable to them. “AdPower was born to change this, greatly facilitating access to top-level advertising media for small but ambitious companies.“, assured Miranda Mathews, Director of the platform. “We hope *Love Letters* will help more small and medium-sized businesses turn their interest in brand advertising into a reality.”.
“Having AdPower’s “Love Letter” campaign to bring our brand promise to a larger audience means a lot to us“, explained, for her part, Caroline Finn, Marketing Director of Grace & Stella, one of the brands that Global has targeted. “Our ambition is to become a brand recognized by everyone; Outdoor advertising and audio can play a key role in positioning us in the consumer’s mind and showing us as an important player in the beauty sector”.
The initiative marks the official launch of AdPower by Global in the United Kingdom, a platform that allows companies to plan, create and contract outdoor and radio advertising campaigns completely digitally and in just a few minutes. As the company itself explains, professionals can upload their own creative materials or use the design tools to create radio and outdoor ads.
“Love Letters” is presented as the first phase of a broader and longer-term strategy aimed at strengthening the AdPower brand through outdoor advertising throughout the United Kingdom and radio spots on stations such as Heart and Capital, as well as with an audiovisual campaign planned for the autumn.
