BADOO
LOVE LETTERS
BRIEF
When lockdown hit, cities emptied and outdoor advertising lost a fair bit of its value.
Our brief: make use of Badoo’s outdoor advertising inventory in a way that gets in front of a nation that wasn’t really leaving home.
IDEA
In fact, the only people going outside were key workers. And who better to see our ads? So we asked Badoo’s users to slide into our DMs with messages of support, solidarity and affection for the NHS. And we turned these messages into the longest love letter ever written, publishing the results in real time on digital billboards in the UK.
Messages so included: “We’re here because you’re there” (by Thomas in Cardiff), “Not all heroes wear capes, thank you!” (Hollie in Croydon) and “A million billion thanks for all your selfless care, help and support – you’re all amazingly brilliant!” (Emily in Birmingham).
RESULTS
Not only were we able to show our love and gratitude to thousands of key workers across the UK, our media relations campaign ensured that the whole nation saw our support across dozens of national and lifestyle media titles.
“We have been seeing incredible acts of kindness, love and support taking place across the country in recent weeks, which inspired us to do our bit to raise the spirits of the amazing NHS and frontline workers who are putting their lives on the line day in, day out,” said UK Brand Marketing Director Natasha Briefel.