It’s almost impossible in Australia but in Manchester in the UK people spend next to no time outdoors. Dude London has turned fact that into a giant billboard for WeRoad, the travel brand that brings solo travellers together on adventure itineraries. In an OOH world of showy anamorphics, the billboard that relies only presence (it’s 492sqm) and the brand’s signature witty copy style to entice Brits in Manchester to venture outside their shells. The ad, set up in Manchester Piccadilly, challenges brits to beat the billboard that will stay outside for 14 days. Brits stay an average of 10 days outside a year.
Curro Piqueras, executive creative director at DUDE, stated, ‘’Please don’t let this billboard win. Yes, it might be a giant 492m2 billboard. But you have hands and fingers, with fingertips that, if used in a precise choreography, can be used to book a WeRoad trip and get out of here. A billboard cannot kayak, discover new food, or make new billboard friends along the way. You are very close to winning, which might be your life’s easiest and biggest win. Beat that billboard. We believe in you.”
A second billboard in the Once in a Lifetime Adventures campaign is more traditional. It will dominate 304 high-visibility locations across the city including bus stops, tram stops, pedestrian walks, roads, and train stations in a combination of static and digital formats; 4 sheet, 6 sheet, 6 digital sheet, and 48 sheet with user generated content that shows off travellers’ adventures and newfound friends. The selfie-style shots take viewers to destinations such as the Pyramids of Giza, the jungles of Sri Lanka, the peaks of Patagonia, and the Sahara Desert. Playful taglines include “Ever hiked through the land of fire?” and “Ever travelled through time?” culminate with the call-to-action, “Have you ever done a WeRoad?”
WeRoad CMO, Fabio Bin, stated, “WeRoad is about getting out and making new connections and new friends IRL (in real life). That’s why we chose Manchester, a vibrant city to communicate our way of travelling and making new friends. In the last few months, we have shown people travelling with us in all the corners of the world via a UGC, OOH campaign featuring real WeRoaders in real situations. However, we are more than just a travel company, we are in the business of making connections. We’re running and sponsoring events, gigs, and meetups throughout the city, where people can meet new people. It’s what happens on our tours: travellers don’t only discover the beauty of a new country, and have amazing experiences, but also return with a bunch of new friends. With this billboard we want to recall that real life is out there: nothing happens if we stay in our comfort zone, nothing happens if we don’t embrace the world. We are saying: go out. Go out of your homes, out of your country, out of your comfort zone, and embrace the word. The magic will happen then.”
Beyond OOH ads, the Once in a Lifetime Adventures campaign covers activations including the brand’s signature WeMeets in local bas and pubs across Manchester.
Credits
Creative Development: WeRoad in-house marketing team & DUDE London
Images: WeRoaders IRL
UK Media Buying: Justyna Chlopecka, UK Marketing Manager
Chief Marketing Officer: Fabio Bin
Media Space Providers: JCD, Global, BlowUp
