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Plusnet Celebrates Dads with Billboard Full of Free Father’s Day Cards
London, UK
Karmarama, part of Accenture Interactive, creates OOH ad campaign

Today, value communications provider Plusnet unveils a new OOH ad campaign to celebrate dads - with a billboard full of Father’s Day cards that can be peeled off, written in and handed over this Sunday.  

The ad campaign pokes fun at the fact that when it comes to Father’s Day, dads across the country can sometimes be forgotten about. So in a bid to keep family relationships intact, passers-by can take a free card from the billboard to give to their dads on Father’s Day this Sunday.  

The ad - developed by Karmarama, part of Accenture Interactive – comes as part of Plusnet’s platform, That’ll Do, delivering a fresh message to customers about genuine value broadband. 

Bringing Plusnet’s Yorkshire humour to east London, the billboard will be seen outside the Old Truman Brewery on Thursday 17th June so that people can get their cards ready for Father’s Day on Sunday 20th June.

Each card has a message for Dads inside: ‘A special card for the world’s best 24/7 cash dispenser, late-night taxi driver, terrible joke-teller, dancefloor clearer, remote control hogger, bedtime story reader, light switcher-offer, best friend, cheerleader and all round wonderful Dad? That’ll do.’  

That’ll Do is based on the much-loved Yorkshire expression ‘That’ll Do’ – used when you get far more than you bargained for. That’ll Do is a refocus in Plusnet’s strategic direction, with a renewed push into the value market by concentrating on its three core strengths – simplicity, reliability and award-winning customer service. 

Sam Calvert, marketing director at Plusnet, said: “It’s that time of year when shops are filled with Father’s Day cards and gifts, but many long suffering Dads out there are still forgotten about. That’s why we wanted to create a fun and interactive campaign, to make sure dads around the UK woke up to a card from their loved ones this Sunday. We hope the billboard reminds people to pick up a card, and send their dad a special message this Father’s Day.” 

Nik Studzinski, chief creative officer, Karmarama, said: “It can be difficult for brands to offer people something they truly care about, but with our billboard of Father’s Day cards we hope that our actions speak as loud as our words and showcase the spirit of getting more than you bargained for. That’ll do.”

Work from Accenture Song UK