GWI
GWI: Who cares?
How we got the industry to give a sh*t about GWI
Launched:
2024
Challenge
We were tasked with raising brand awareness by 9% with the challenge of a discerning audience and a lengthy B2B business decision making process
Solution
Big Spaces and relevant places. Truant’s creative work was deliberately provocative by appearing to be dismissive about some of the most sensitive and critical issues facing the world. To compliment the creative route, we crafted a culturally relevant and reactive OOH and digital campaign.
The bedrock of the media plan was comprised of digital formats in both OOH & online, allowing for multiple copy rotations and enabling us to continually update the campaign tapping into the latest news agenda. We also hand selected OOH placements to find the right location for the right message – no mean feat in a city littered with billboards.
The campaign achieved 44 million impressions across OOH, digital and press, giving GWI huge scale and cut through.
Effectiveness
+56%
Increase in direct web traffic
+54%
Increase in prompted awareness
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