Who cares? How we got the industry to give a sh*t about GWI

Target audience

Marketers, agencies and media owners looking for up-to-date audience insights.

Our insight

By observing category conventions over the past 5 years, we noted 57% of GWI’s competitor spend was within digital channels, using acquisition messaging, with just 2% of spend in broadcast channels. They were focusing on fishing where the fish are, rather than where the fish ‘think’…

Our 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. For example, ‘Who cares about the Gunners?’ Outside of Arsenal’s Emirates football stadium. The campaign achieved 44 million impressions across OOH, digital and press, giving GWI huge scale and cut through.