Snickers distributes Valentine’s cards to the ‘forgetful’ of Waterloo in interactive billboard campaign

Mars’ Snickers is hoping to mediate any Valentine’s day faux pas today (14 February) with a billboard that doubles as a free card shop in London’s Waterloo.

AMV BBDO has spun the brand’s ‘You’re not you [when you’re hungry]' campaign into ‘You’re forgetful when you’re hungry’ for a special OOH creative, which will run for three days outside the train station.

The white lettering of ‘Forgetful’ on one of Primesight’s 48-sheets is made from Valentine’s cards that passers-by can peel off and send, in the event of forgetting the consumerist holiday of the year.

The campaign is running across 16 of Primesight’s Waterloo Domination billboards, with the other sites displaying sequential messaging that directs people to the special build panel.

It’s the first time the OOH location has hosted an interactive experience. Primesight’s business planning director, Matt Baker, told The Drum: “I think this campaign could hopefully be seen as a bit of a best practice and case study for other campaigns.

“It’s really been a fantastic example of a brand utilising our Domination contextually and creating a fantastic special build here. Hopefully we’ll see more in the future.”

Video filmed and produced by Jamie McMurray

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Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

All by Katie