British newspaper and online portal The Sun has launched “The Big Smile Giveaway”, a range of promotions, funny content and giveaways to help the nation through its ‘most depressing’ month. The campaign broke with a 50’ TV brand spot on 1st January and is supported by additional 60’/40’ versions, digital outdoor and DM activity, and in-paper.
The Big Smile Giveaway ad is a charming sing-along led by Ivy Pratt, a young girl already fed up with January. Encouraging viewers to ‘smile through the pain, the snotty noses and the rain’, her cheeky lyrics and unexpected delivery will put smiles on the faces of even the gloomiest viewers. It’s the perfect introduction to a campaign that plans to ‘kick January where there ain’t no sun’. Click on the image below to play the video in YouTube (HD)
The Sun’s Big Smile Giveaway runs for three months, kicking off with the return of holidays from £9.50 in January and culminating in the paper’s two free tickets to Alton Towers promotion in March. In the intervening weeks other smile-inducing offers include family days out at top UK attractions, money off shopping, free family cinema tickets and free Lego. The campaign will live in editorial as well as through marketing, promotions and on-line, with a range of content created to give away smiles across all of The Sun’s platforms – the paper itself, thesun.co.uk, social media and an app. The Sun Smile Squad will be visiting towns up and down the country carrying out random acts of kindness, from giving out free Sunbrellas and gloves to paying road toll charges and providing cups of tea from the Sun tea van.
The Big Smile Giveaway campaign was developed at Grey London, by executive creative director Nils Leonard, creative director/art director Dave Monk, copywriter Vicki Maguire, planner Stephen King, account director Matt Berry working with The Sun Marketing manager Rob Painter and News International director of marketing communications Nick Stringer.
Media was handled at M/SIX by media planner Dan Harris.