The Sun have launched a new ad campaign, which they hope will help the nation through, what they believe is the “the most depressing” month of the year.
The Sun’s marketing director Rob Painter said, “There’s no better barometer of the nation’s mood than The Sun, and we know that the start of the year and winter can be tough. With the Big Smile Giveaway, we wanted to give our readers something to look forward to and put a smile back on the faces of Britain.”
The ad, which was produced by Rattling Stick and directed by former Fallon executive creative director Andy McLeod, stars six year old Ivy Pratt, who is already fed up with January leading a sing-along.
The campaign features multiple prize giveaways including: cheap holidays priced from £9.50, family days out at top UK attractions, money off shopping, family cinema tickets, two free tickets to Alton Towers in March.
The three-month campaign, called ‘Big Smile Giveaway’, continues the “Get Involved” brand proposition that the Sun and Grey launched last year. It includes TV spots, digital outdoor, press ads, and direct marketing, online, mobile and social media activity.
In addition, The ‘Sun Smile Squad’ will be visiting towns up and down the country providing random acts of kindness, from paying road toll charges to providing cups of tea from The Sun tea van.
Nick Stringer, director of marketing communications, News International, said, “We needed an idea that could amplify everything that’s great about The Sun, at a time of year when people need a pick-me-up. Grey’s campaign does that perfectly, with a strong look and feel for the quarter and a TV spot that is a call to the British public to ‘get involved’ with the paper’s editorial and its unrivaled promotional schedule.”