The Sun has launched a multichannel campaign featuring multiple prize giveaways aimed at raising people’s spirits during what it deems “the most depressing” month of the year.
The three-month campaign, called Big Smile Giveaway, includes TV spots, digital outdoor, press ads, and direct marketing, online, mobile and social media activity.
The newspaper will be giving away prizes including cheap holidays priced from £9.50, family days out at top UK attractions, money off shopping, family cinema tickets, two free tickets to Alton Towers in March.
The Sun is working with Grey London and WPP’s Team News agency group to run the campaign, which continues the “Get Involved” brand proposition which the Sun and Grey launched last year. The TV ad (see video) was produced by Rattling Stick.
The campaign will be promoted throughout the Sun’s editorial as well as via on and offline marketing.
Meanwhile a team of people called the Sun Smile Squad will be visiting towns across the UK carrying out random acts of kindness – including giving out free “Sunbrellas” and gloves, to paying road toll charges and providing cups of tea from the Sun tea van.
The Sun’s marketing director Rob Painter said, “There’s no better barometer of the nation’s mood than The Sun, and we know that the start of the year and winter can be tough. With the Big Smile Giveaway, we wanted to give our readers something to look forward to and put a smile back on the faces of Britain.”
Nick Stringer, director of marketing communications, News International, said, “We needed an idea that could amplify everything that’s great about The Sun, at a time of year when people need a pick-me-up. Grey’s campaign does that perfectly, with a strong look and feel for the quarter and a TV spot that is a call to the British public to ‘get involved’ with the paper’s editorial and its unrivalled promotional schedule.”