UKTV Gold encourages UK public to ‘Ave A Giraffe’ in marketing push

Sarah Yeoman, senior brand manager at Gold, said: “Sometimes it’s the most random of things that make people smile or laugh. The unexpected or unusual turns heads, and provides a source of entertainment and amusement due to its surprising nature. ‘Ave A Giraffe’ strikes a chord by turning the bathroom into a play room. Initials has delivered campaign creative and an experience which will appeal to the whole family.”

Created by Initials Marketing, the activity includes a fixture in the form of a bathroom with sink and toilet pods as well as a large 103” plasma screen featuring an animated giraffe sitting in a bath full of bubbles.

Consumers are encourages to ‘Ave A Giraffe in the Bath’ by taking part in a game which sees them try to pop as many bubbles as possible for the chance to win a 42” smart LED TV and home cinema system.

“The target audience is infrequent viewers who generally only watch shows on Gold during special occasions with the whole family,” Richard Barrett, managing director at Initials Marketing, added.

“Brand ambassadors dressed in giraffe onesies add an additional element of humour, while giveaways like the rubber ducks serve as a continued reminder of the brand when the consumer is at home or on the move.”

Initials Marketing worked with Grand Visual, who was responsible for building the digital component of the activity.