Plusnet offered passers-by free Father’s Day cards from billboard activation

plusnet father's day

Communications provider Plusnet took an interactive approach to a new OOH ad campaign to celebrate Dads – with a billboard full of Father’s Day cards that could be peeled off, written in and handed over this Sunday.

Father’s Day by Plusnet

The ad campaign poked fun at the fact that when it comes to Father’s Day, Dads across the country can sometimes be forgotten about.

Since most people unintentionally forget about getting a Personalized Gifts For Dad, the ad tries to remind them and help keep families intact. The passers-by were able to take a free card from the billboard to give to their dads on Father’s Day last 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 was seen outside the Old Truman Brewery on Thursday 17 June so that people could get their cards ready for Father’s Day on Sunday 20 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 last Sunday.

“We hope the billboard reminded 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.”